Background
Following our successful work with PBA for the Next Home store group, which involved capturing customer data and visitor numbers, we were approached to obtain quantitative data of visitors to Tesco Extra.
The work was required, within a tight timescale, to provide additional data to inform on infrastructure planning.
Challenge
A representative sample of shoppers visiting the store was required, so researcher shifts needed to be scheduled to cover the store opening times and the normal 7 day trading period.
We also needed to brief our team to be familiar with Tesco’s customer service operation – since we knew from experience that customers were also likely to approach them with general comments regarding Tesco’s operation.
Solution
We conducted face to face “exit” surveys with visitors to the stores – across a spread of times, over weekdays and weekends. Working with the client we developed the questionnaire to allow us to achieve the key project objectives which included:
- To understand the mode of transport used to access the Retail Park site.
- To understand the level of visits to other units on the Retail Park after or before the visit to the Tesco Extra store.
Additionally we captured respondents post codes for future profiling / location analysis
Outcome
As well as providing the raw data in Excel and SPSS files for future analysis, we also produced a range of info grams and graphs to illustrate the survey findings which will be used in various infrastructure project meetings at PBA.
