Market Research Report
Aims & Objectives
Our aim is to open a new Trader John’s grocery store in the state of Washington, in Capitol Hill.
Objectives:
To find out the environment of Washington
To analyze the lifestyle of the people in Washington
To see if people in Washington are receptive to the idea of a health food store
Methodology
This research was conducted by Trader John’s research team over 80 days during the third quarter of
2018. Both qualitative and quantitative research methods were used.
Account of Investigation
The research was conducted through surveys and polls, using qualitative methods.
Residents of Capitol Hill, Washington DC, were asked to take a survey on Trader John’s. They were asked
about their lifestyle and if they would be receptive to a health food store opening in their neighborhood.
This was done through online and off-line surveys.
Online polls were also posted on various websites and Trader John’s website itself, where residents
were asked to answer a simple question: “Do you want a Trader John’s store in Capitol Hill?” Links to
both the polls and the survey were posted on Trader John’s various social media sites.
Focus groups, a method of quantitative research, was also used to collect data. The focus group
consisted of about 8 people and these people fit the target demographic of leading a healthy lifestyle.
Through research analysis, we found that the environment of Capitol Hill is stable, with a low crime rate,
good for opening a business. The private sector has also seen growth in the recent years, not to mention
the fact that Capitol Hill offers an affordable location.
Findings
Through the surveys, Trader John’s found out that about 75% of the residents of Capitol Hill were
receptive to the opening of Trader John’s. We found that many people wanted to start a healthy
lifestyle, they just didn’t know where to start. We also found out that people who were already living
the lifestyle were really looking forward to shopping in a store that didn’t always require them to read
labels. This idea was also well received by families who wanted to make their kids lunches healthier
through products that were non-artificial and preservative-free.
Through the polls, we learned that the idea of a Trader John’s store highly appealed to the demographic
of 20-75+ year olds – people who wanted to live and feel healthy.
The data collected from the focus groups also shows the positive way Capitol Hill residents feel about a
store in their neighborhood.
Aims & Objectives
Our aim is to open a new Trader John’s grocery store in the state of Washington, in Capitol Hill.
Objectives:
To find out the environment of Washington
To analyze the lifestyle of the people in Washington
To see if people in Washington are receptive to the idea of a health food store
Methodology
This research was conducted by Trader John’s research team over 80 days during the third quarter of
2018. Both qualitative and quantitative research methods were used.
Account of Investigation
The research was conducted through surveys and polls, using qualitative methods.
Residents of Capitol Hill, Washington DC, were asked to take a survey on Trader John’s. They were asked
about their lifestyle and if they would be receptive to a health food store opening in their neighborhood.
This was done through online and off-line surveys.
Online polls were also posted on various websites and Trader John’s website itself, where residents
were asked to answer a simple question: “Do you want a Trader John’s store in Capitol Hill?” Links to
both the polls and the survey were posted on Trader John’s various social media sites.
Focus groups, a method of quantitative research, was also used to collect data. The focus group
consisted of about 8 people and these people fit the target demographic of leading a healthy lifestyle.
Through research analysis, we found that the environment of Capitol Hill is stable, with a low crime rate,
good for opening a business. The private sector has also seen growth in the recent years, not to mention
the fact that Capitol Hill offers an affordable location.
Findings
Through the surveys, Trader John’s found out that about 75% of the residents of Capitol Hill were
receptive to the opening of Trader John’s. We found that many people wanted to start a healthy
lifestyle, they just didn’t know where to start. We also found out that people who were already living
the lifestyle were really looking forward to shopping in a store that didn’t always require them to read
labels. This idea was also well received by families who wanted to make their kids lunches healthier
through products that were non-artificial and preservative-free.
Through the polls, we learned that the idea of a Trader John’s store highly appealed to the demographic
of 20-75+ year olds – people who wanted to live and feel healthy.
The data collected from the focus groups also shows the positive way Capitol Hill residents feel about a
store in their neighborhood.
