April – Understanding your catchment
During April we began an exciting mixed methodology project for The Heart, a relatively new scheme in Walton-on-Thames. This project includes a face-to-face exit survey amongst existing customers of the centre, as well as telephone interviews within the catchment. A final stage will involve qualitative research. This approach not only improves understanding of the behaviours of current shoppers, but also allows us to explore attitudes of others within the catchment of the centre. Understanding the behaviours and attitudes of infrequent visitors to the centre is key to attracting those potential shoppers in the future, and thus increasing key performance indicators.