Shopper Awareness & Perception Research

The Research Project

Mackman Research was commissioned by a B2B consultancy firm to conduct a piece of research on behalf of a major shopping centre in Essex. The shopping centre was planning to make some changes to the existing site and needed to gauge how shoppers and visitors felt about the shopping centre. A brand awareness survey was designed in order to gather the required information by researchers stationed in the shopping centre. Shoppers were invited to take part in the survey by two Mackman researchers, over four days.

Customer Feedback Survey Results

The target number of 200 respondents completed the survey within the allocated timeframe, achieving a 100% response rate. The results provided a clear picture of how the shopping centre was perceived by the public, uncovering both strengths and areas for improvement. These insights have played a central role in shaping the centre’s marketing activity and long-term planning, particularly during a challenging economic period.

Research Aims & Objectives

The research was commissioned to establish baseline awareness levels of the shopping centre brand, understand public perceptions of the site, and evaluate visitor satisfaction with the current offer. It also aimed to identify opportunities to improve the shopping experience and ensure that upcoming developments were aligned with shopper expectations and needs.

The Research Design & Methodology

Mackman Research designed a questionnaire tailored to the campaign objectives, consisting of 22 closed questions and one open-ended question. A street interviewing method was employed across four days, capturing both weekday and weekend footfall. Respondents were selected at random and interviews lasted around ten minutes. This approach ensured a diverse range of voices were heard and that the final sample was representative of the shopping centre’s customer base.

Research Outcomes

The research provided the client with a robust dataset of customer sentiment, revealing key perceptions around the shopping experience, centre layout, and brand positioning. The insights highlighted clear priorities for improvement and informed a more targeted and effective marketing strategy. This data has since guided the centre’s short-term activity and future site development plans, demonstrating the impact of data-led decision making in a retail environment.

What the client says

“We recently acquired a client responsible for running a retail shopping centre in a busy major town in East Anglia. We needed research to provide market intelligence to inform marketing strategy and serve as a baseline measurement for measuring the success of future marketing activities. We were impressed with the initial response from Mackman Research as it was intelligent and sensibly priced. Importantly because they are an East Anglian business they were able to bring a local understanding and knowledge to the project as well as offering cost savings.

We subsequently commissioned Mackman Research to undertake qualitative and quantitative research in the form of face-to-face interviews. They undertook the complete project (design of the methodology, questionnaire, data collection, analysis, and reporting) within time and to budget. At all times the staff at Mackman Research were very professional and easy to deal with.” The findings were clearly presented and have proved invaluable in helping to shape the marketing activities of the shopping centre. I can recommend Mackman Research without hesitation as a specialist research company with whom you can place your trust. We intend to continue using their services.”

Director – Marketing Agency