Case study: Mell Square Shopping Centre
Understanding the interests and motivations of local shoppers
The challenge
Mell Square is a large outdoor shopping area located in Solihull, West Midlands. With over 90 shops and restaurants, plus parking for 950 cars, it is a popular destination for shoppers and leisure seekers in the area and the wider region. With nearby big name brands such as John Lewis and House of Fraser allied to popular eateries the area is the very hub of the local community.
The Mell Square management group were seeking to understand more about their customers, from their visit reason and frequency to their associations and future visions. Additionally, a number of new creatives were shown and assessed for appeal and relevance.
The solution
We needed to find a way to consult with local shoppers in a natural but rapid way. Eureka! delivered a dual methodological approach combining traditional face to face interviewing with an online survey.
Using a team of experienced accredited interviewers, we interviewed visitors across several shopping days and times, using a random intercept method. A 10 minute survey was undertaken using handheld tablets to make the interviewing process efficient and streamline. Cloud based storage meant that any personal data was always held securely.
Complimenting the intercept surveys was a similar questionnaire broadcast to a shoppers database and shared socially. This ensured that the consultation was not only available to consumers who happened to be in Solihull on the fieldwork dates, thereby ensuring we engaged with more ad hoc users of the scheme.
Eureka! designed, managed and delivered a study that exceeded all of our expectations. They obtained a robust final dataset that allowed deeper analysis across key demographics, ensuring the results were meaningful and useful across the business. The feedback on creative routes were particularly crucial in feeding into our tactical marketing. We would have no hesitation in recommending Eureka! Research.
Eureka! designed, managed and delivered a study that exceeded all of our expectations. They obtained a robust final dataset that allowed deeper analysis across key demographics, ensuring the results were meaningful and useful across the business. The feedback on creative routes were particularly crucial in feeding into our tactical marketing. We would have no hesitation in recommending Eureka! Research.
We’d love to bounce some ideas around with you
Either get in touch with us below or have a further browse of our website to discover how we can solve your business conundrums.
We’d love to bounce some ideas around with you
Either get in touch with us below or have a further browse or have a further browse of our website to discover how we can solve your business conundrums.
Eureka! Research
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Lichfield | Staffordshire | WS13 7AU
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