The Newt in Somerset - Customer Feedback Survey

Mackman Research collaborated with The Newt in Somerset to conduct a customer feedback survey with 100 of their key customers.

“Dr Gemma Mackman was an excellent project lead, who provided expert guidance through the process of creating a survey, undertaking interviews and providing powerful customer insights. I would not hesitate to work with Mackman again, and indeed hope to in the future.”

Ed Workman, Chief Executive Officer - The Newt in Somerset.
Image courtesy of Media Clash

Project Overview

• The Newt in Somerset is a country estate incorporating a hotel, gardens, and artisanal farm shop. As part of their services, the farm shop offers fresh delivery of local groceries, baked goods, meats, cyders, wines, spirits, and gift hampers to the North-West London area.
• Mackman Research were approached by The Newt in Somerset as they sought feedback from their farm shop customers relating to overall satisfaction, purchasing motivations, and awareness of brand characteristics and values, with the primary objective of guiding a strategy and campaign to attract more customers fitting their current customer demographic.
• The research project aimed to survey 100 key customers to reveal key demographics, including motivation and appeal, buying habits, brand alignment, brand loyalty, and brand sentiment.

Customer Feedback Survey Results

• Over a 5 week period, 100 customers took part in the survey via telephone.
• A report was produced presenting the survey findings with comparative analyses across age groups and shop member types. The report aimed to provide clear guidance for future campaign targeting, with the aim of reaching new potential customers through a focus on the primary purchase motivations and priorities of current customers.

Research Aims & Objectives

• The Newt in Somerset had identified that there was a significant potential market for their produce in the North-West London region, but that there was a need to improve targeted campaigns to reach this audience.
• This research project was designed with the aim of identifying purchase motivations to help target further customers in a similar demographic.

Research Design & Methodology

A lengthy survey was designed featuring mostly closed questions, with frequent comments boxes provided for expansion. Questions primarily centred around the themes of product awareness, shopping habits, brand values, and lifestyle preferences, in order to establish an understanding of the average shopper at The Newt. Data collection was undertaken via telephone, to allow for prompting customers to expand on their answers where useful. This method also presented effective for ensuring specific targeting of precisely 100 responses, as desired by the client.

Customer Feedback Survey Outcomes

Following an in-depth analysis of the survey findings, a report was produced featuring extensive charts demonstrating key trends in the data, including crosstabs by level of membership with The Newt (current members, expired members, and non-members). Written breakdowns of open responses and expansion comments were also provided throughout the report.

This report aimed to identify the primary motivators behind customers’ decisions to shop with The Newt, which were provided as key findings with which The Newt could improve targeted marketing for future customers.