Shopping Centre Research

Understanding Shopper behaviour to inform improvements

Three years after opening, St Stephens Shopping Centre in Hull established the need to repeat a programme of research to gain a more comprehensive understanding of their current and potential customers.

The Centre had already enhanced the centre’s environment which had significantly increased footfall. In order to continuously provide excellent customer service, Qa Research was commissioned to conduct a programme of research.

Capturing Perceptions, Experiences and Motivation

Quantitative face to face exit interviews with current customers were conducted by Qa’s in house interviewer team. In addition, to establish the views of potential customers, telephone interviews with a broad sample from within the centre’s catchment area were conducted by Qa’s experienced in house telephone interviewers.

Looking to the Future

Qa’s findings provided St Stephens with insights about both current and potential customers. Key findings included:

For more details e-mail or call 01904 732 214