Focus Groups
FSP RETAIL BUSINESS CONSULTANTS
Key Ingredients for Successful Groups Focused recruitment Pre agreed topic guide with sufficient time to explore themes Good quality stimulus material Professional moderator Interactive groups – collage boards/working in groups Detailed analysis Output can be used to Explore perceptions of the Kingston shopping experience Identify issues that affect the shopping experience Inform branding decisions Set marketing tone Inform tenant mix decisions
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FSP RETAIL BUSINESS CONSULTANTS
Collage Boards Reflect Current Situation Family stuff to do – swimming, the Look Out
Peaceful place to live
Hardly alive (skeleton)
Alive on outskirts (greenery) dead in middle
The band stand Concrete city Ring road
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FSP RETAIL BUSINESS CONSULTANTS
Collage Boards Represent Future Vision Fashionable, trendy Business people Happy
Our sort of people Culture Safe
Greenery
A place to escape to
Nice restaurants
Good shops
Farmers’ market
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FSP RETAIL BUSINESS CONSULTANTS
Collage Boards Describe Competition Variety
Fashion
Clean & bright, colourful
Food & flowers
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FSP RETAIL BUSINESS CONSULTANTS
Maps Drawn to Show Areas of Usage The actual shopping centre with Bentalls in is very small (Young-family AB)
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FSP RETAIL BUSINESS CONSULTANTS
Powerful Quotes Positives
Negatives
I like the way it’s arched – like you’re going on to something new. The arch is symbolic (invitation).
It gives me the feeling of being welcome and is now a place you can spend the day, have lunch
Aberdeen is a big city. It should be catering for bigger things
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It just has the feeling of doom about it
My only concern is that the cheaper, nastier shops tend to be near Sainsbury’s and I wonder if it’s going to become fragmented
I like to go to Dundee for the simple reason of crossing the road and the buses in Aberdeen
FSP RETAIL BUSINESS CONSULTANTS
Powerful Quotes Perceptive
It’s incubated which is part of the climate of Aberdeen. It’s cold so you have to spend a lot of time indoors. Different social groups form. It’s not segregated and it’s friendly once you get in there but it’s finding where you want to get in that can be daunting
You need to change the name – give it a name . . . Yes, because it’s been a dump. It can’t be Princess Square
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Suggestions
Another reason we go to Camberley is the Magic Castle for soft play, then I get less resistance when I go round the shops
I’m hoping they keep it green and not just concrete everywhere . . . More focus on restaurants and cafes . . . More shops and eating al-fresco type areas
What would make you feel safe? The lighting at night. My children are going to want to go there and if you feel a presence of security and see CC TV FSP RETAIL BUSINESS CONSULTANTS
Tenant Types – Sorted by Respondents High street brands (Y)
Boutiques (Y)
Department stores (Y)
High end labels (Y) 9
Boutique-y, different (P)
Younger family = (Y) Post family2 = (P) FSP RETAIL BUSINESS CONSULTANTS
Tenant Type Examples Essentials, everyday things you need (P)
Gifts (Y)
Traditional jewellery (Y)
Bookshops (P)
Shoes (P)
Home (Y) Family (Y)
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FSP RETAIL BUSINESS CONSULTANTS
Focus on Specifics – Department Store A great fondness for Bentalls, a special place in the hearts of Bracknell shoppers Bentalls rarity makes it especially valued
It’s quite an exclusive thing Bentalls, we feel quite privileged (Young-family C1)
The presence of Bentalls is a key influence on choice of Bracknell as a shopping destination
Next one is over in Kingston, so you have to go a long way to find another Bentalls whereas you don’t have that far to go to find another Marks or Debs (Young-family C1)
Shoppers value the taste Bentalls provides of the range/choice (especially fashion) they head to other centres for Appeals across the board Miss Selfridge, French Connection for, typically, younger on a more limited budget Karen Millen, Ted Baker, Reiss for, typically, more mature with a higher clothes budget
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I would go straight to Bentalls for clothes, that’s the place where you start to get the variety you would have in Reading but not to the extreme of Reading (Pre-family C1 female)
FSP RETAIL BUSINESS CONSULTANTS
Proposal
FSP RETAIL BUSINESS CONSULTANTS
Previous Research Will Inform Group Composition Lifestage
Wealthy Achievers
Urban Prosperity
Comfortably Off
Pre-Family
Group 1 Male/Female
Group 2 Female
Family – young children
Group 3 Female
Family – older children
Group 4 Female
Post-Family
Group 5 Male/Female
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Group 6 Female
FSP RETAIL BUSINESS CONSULTANTS
Methodology Recruitment Screener Ideally groups comprise a mix of frequent and infrequent users to maximise debate. Other screening aspects might be working/non-working and use of competing locations. A detailed screener will be agreed with the team Discussion Guide FSP will prepare (and agree with the Kingston team) a topic guide which will detail the key areas for discussion. Initial ideas for the headline topic guide include: Usage of Kingston & its distinct shopping areas including Bentall Centre, Market Square,
Eden Walk – Bentall Centre market positioning Usage of competing locations and Kingston’s position in the local retail hierarchy Strengths and Weaknesses of competing locations/shopping centres Reasons for using/not using Bentall Centre Suggestions on retail mix/occupier/leisure improvements Success or otherwise of Bentalls department store as an ‘anchor’
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FSP RETAIL BUSINESS CONSULTANTS
Output PowerPoint report and presentation to the team including: Detailed analysis Quotes Collage boards and other group outputs Recommendations Fees & Timing Proposal is to conduct 2 waves of research in September 2013 and September 2014 Fees include all respondent recruitment costs, respondent incentives, venue hire, a delivery presentation (in London) and expenses. Fees for 2013 £24,950+VAT Fees for 2014 £23,950 + VAT, reflecting saving in recruitment cost for reconvened groups If viewing facilities are required this will incur an additional cost typically £1,500 to £2,000 + VAT. This can be either billed directly from the studio to Aviva or FSP will charge on at cost.
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FSP RETAIL BUSINESS CONSULTANTS
FSP RETAIL BUSINESS CONSULTANTS 19 Manor Courtyard Hughenden Avenue High Wycombe UK, HP13 5RE T +44(0)1494 474740 F +44(0)1494 474262 fspretail@fspretail.com www.fspretail.com www.snap-shop.co.uk