Market research : what our future members are saying

This word cloud is based on the 613 survey respondents who said they would like to become a member of a community grocery that prioritizes local producers. The responses to the question “How would you want Hamilton’s community grocery to be different than the place where you currently purchase your groceries?” were categorized into 52 themes, weighted according to use, and organized into a word cloud.

The analysis of our market survey is now complete! Thanks to all 1,000 people who took the time to give us input online.  A special thanks to Kaylen Fredrickson, a University of Toronto grad student, and geography professor, food security guru & local Hamiltonian Sarah Wakefield for your invaluable help in deciphering the results. Thanks so much Kaylen and Sarah!

Some interesting trends emerged from the demographics in the group that said they would become a member of the co-op (613 respondents); one that was not surprising is that most of the respondents were female (2.08 female : 1 male) and correlates with how women are often the primary grocery shopper in a household. There was a clear trend in that respondents who are most interested in the co-op were younger (20-39 range), although there was a wide range of ages represented in the survey.

Ottawa St. Farmers Market stall July 2012

Another interesting piece of information relates to current grocery shopping habits for those who would like to become members of The Mustard Seed: 40% of these households indicated that they grow their own food sometimes or frequently. That’s a lot of gardening! Most of their shopping is done at supermarkets (95% sometimes or frequently), farmers markets (79% sometimes or frequently), and specialty grocery (52% sometimes or frequently).

We will continue to use the feedback from the survey to determine what Hamilton’s cooperative grocery will look like – what are the member-owner’s needs and values. Some things that stood out are that it be community-oriented, and that shoppers will feel a personal connection with friendly, knowledgeable staff. They want it to be a place where you can run into friends and make new ones, and where they can learn more about food and the local food system. If you would like to be part of this planning, please email us about how to get involved. We have a meeting planned for September 10th to connect volunteers with teams so we can move this cooperative forward. Join us to learn more!

This word cloud is based on the 613 survey respondents who said they would like to become a member of a community grocery that prioritizes local producers. The responses to the question “Where do you normally get your groceries?” were weighted according to frequency (sometimes or frequently). With your help, soon THE MUSTARD SEED GROCERY CO-OP will be among these options!


How Canadians Shop – ‘conventional’ grocery shopping study by Environics Research Group

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One thought on “Market research : what our future members are saying

  1. Pingback: Co-operation in Action! | The Mustard Seed

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