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SurveyMonkey Audience: Whole Foods Case Study
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Transcript of SurveyMonkey Audience: Whole Foods Case Study
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Case Study – Whole Foods (WFM)
April 2012
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Objectives
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Project objective tips
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• Keep scope narrow- Makes survey creation simpler, quicker- Makes data analysis actionable
• Keep objectives focused- Focus on key data needs, not “nice to have” info- Work backwards
• Write/create your presentation first and figure out what questions you need to ask to fill in the gaps
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End objectives
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• We surveyed over 600 primary household grocery shoppers to
understand how much they spend on groceries each week- Consumers reported spending about [$X] on groceries per week
- Whole Foods shoppers reported spending about [$X] per week
• How many consumers shop at Whole foods in an average month?- [X%] of consumers shop at Whole Foods each week
• How many consumers would shop at at Whole Foods if stores were
available, and which areas had the most interested shoppers?- [X%] of consumers who lived in areas where Whole Foods locations
were not available would shop at Whole Foods if locations were
available
- The top areas where consumers said they would shop at Whole Foods if
it were available were [X, Y, Z]
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Project Summary
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Audience project summary
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• Survey population: 900 consumers• Targeting criteria
- Age: 18+- Geography: all US- Gender: 50% male / 50% females
• Targeting goals- Seeking 500-700 primary grocery shoppers
(assuming a high percentage of respondents identify as primary grocery shoppers)
- Seeking 100-200 Whole Foods shoppers
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Respondent Summary
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Audience respondent makeup
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Survey Questions
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Survey question examples
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Survey question examples (cont’d)
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Survey Data
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Average reported grocery spending
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• The weighted average spend for primary household grocery shoppers was about $100 per week
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Whole Foods shopper spending
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• We filtered our data on spending habits to only include those who shop at Whole Foods (they may also shop at other stores)
• Of the 155 consumers who shop at Whole foods, the weighted average spend was $10 higher, roughly $110 per week
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Whole Foods demand
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• For shoppers surveyed that reported that a Whole Foods was not available in their area, over 50% said they would shop at Whole Foods
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Areas with the most Whole Foods demand
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• For shoppers who indicated
that they would shop at
Whole Foods if it were
available in their area,
several major cities were
frequently reported
• Areas like Los Angeles, New
York and Chicago were
popular
• This may suggest room for
more locations in certain
metro areas and additional
expansion opportunities in
others
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Conclusions
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Key conclusions
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• We surveyed over 600 primary household grocery shoppers to understand
how much they spend on groceries each week- Consumers reported spending about $100 on groceries per week
- Whole Foods shoppers reported spending about $110 per week
• How many consumers shop at Whole foods in an average month?- 23% of consumers shop at Whole Foods each month
• How many consumers would shop at at Whole Foods if stores were available,
and which areas had the most interested shoppers?- ~51% of consumers who lived in areas where Whole Foods locations were not
available would shop at Whole Foods if locations were available
- The top areas where consumers said they would shop at Whole Foods if it were
available were New York, Los Angeles & Chicago• This may mean opportunities for more locations in these markets
- Additional smaller markets like Burlington and Jacksonville had multiple shoppers
indicating interest