We’re looking for YOUR feedback!

survey pic

Fall is just around the corner, and it is a great time for new projects and continued learning. We are always working to improve The Mustard Seed, and make it the place to go for local groceries in Hamilton. To do this, we require yearly feedback from you, our members, customers, and friends! We would LOVE it if you would fill out this survey, and provide us with some tangible feedback as we aim to make improvements to your community grocery store.

There are 22 questions in total and the survey will take 5-10 minutes to complete. Also, it is anonymous, so feel free to be candid in your responses! Please share this link with anyone who has an interest in The Mustard Seed, as we are curious about all of your experiences, perceptions, and suggestions! We received over 1000 responses last year as we were preparing to open the store, so we’d love to match that response this year!

survey link

Thanks so much for your time!

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

Survey results: How would you like The Mustard Seed to be different?

Survey results keep pouring in, with nearly 1,000 responses. Thanks for your input!

We received a lot of passionate responses to the question “How would you want Hamilton’s community grocery to be different than the place where you currently purchase your groceries?” Above is a word cloud that pulls out the most frequently used words from your responses so far. It is fascinating that LOCAL, ORGANIC, COMMUNITY, and PRODUCE were the words most used by survey respondents, as they correlate with our original vision when we first started dreaming about opening a community grocery in Hamilton.

A thorough survey analysis will begin this week. We will continue to keep you updated about what we are learning through your voices!

If you live or work in Hamilton and haven’t taken The Mustard Seed survey yet, we would still love to hear from you – follow this link.