2. Purpose of Study
Primary endpoints
– To solicit feedback of persons who live, work or shop
in Somerville of their opinions of the current mix of
Retail, Restaurant and Services within the Borough of
Somerville.
- To gain a sense of their preferences of types of
businesses in each category to solicit to open in
Somerville.
- Develop a list of potentially desirable tenants to work
with existing property owners to establish mutual goals
and communication; ultimately creating an improved and
diverse retail culture on Main St.
10/31/2011 Uncommon Marketing 2
3. Purpose or Study (continued)
Secondary Endpoint
- To gain insight into the demographics
and willingness of people to participate in
electronic feedback for future programs.
Tertiary Endpoint
Connecting with any potential responders
interested in opening a business.
10/31/2011 Uncommon Marketing 3
4. Survey Organization
Survey was conducted from June 1 –
September 15.
Survey was conducted both on-line and
with response cards provided at selected
locations.
404 Total Responses including 55
response cards.
Response cards and web based survey
were developed by Y Ito Marketing.
10/31/2011 Uncommon Marketing 4
5. Tabulation
Survey results were combined between reply
cards and on-line XML file producing a filterable
spreadsheet.
Tabulation of results by demographics was
performed as well as for the whole.
Free form responses were categorized into
broad similar groups. Then the ones with the
most similar responses were analyzed.
Survey content and analysis was produced by
the DSA Business Recruitment subcommittee
and Uncommon Marketing.
10/31/2011 Uncommon Marketing 5
6. Data Collected
Segmentation questions – gender, age, home
zip code, work in Somerville (& which sector)
Experience Level – how often they come, why
they come (dine, shop, events, services
etc.), Which events they attend
Rating choices – Excellent „Consistently delivers
all the choices I need‟, Good „Generally serves
my needs‟, Fair „Sometimes has what I
need‟, Inadequate „ Does not serve my needs‟
10/31/2011 Uncommon Marketing 6
7. Data Collected Continued
Each of 4 categories was rated by the 4 level criteria –
Restaurant, Retail & Specialty Shops, Consumer Services
(hair, dry cleaning etc.), Professional Services (financial,
legal, Health etc.)
What is missing from each category – free form
unrestricted answer space – some people used this area
to give feedback on existing as well as suggesting new
Additional questions – Stores you‟ve seen elsewhere that
should come to Somerville, Are you interested in opening
a store, what size, what additional events should we use
to attract business and shoppers, e-mail for future
surveys
10/31/2011 Uncommon Marketing 7
8. Basic Responder Segments
Total Responders as of Segment of Somerville
Sept. 15 – 405 Employment
Male/Female – Retail – 10.3%
33%/67% Restaurant – 14.4%
Lives in Ville/Not – Professional – 45.4%
49%/51% Government – 25.8%
Works in Ville/Not –
Services – 5.2%
24%/76%
Note: Survey scheduled to be open for 3 months was extended by 1 week
due to technical difficulties in the first week.
10/31/2011 Uncommon Marketing 8
10. Why Do They Come to
Downtown Somerville
100.0%
89.9%
90.0%
80.0% 75.7%
70.0% 63.4%
60.0%
50.0%
40.0%
30.0% 24.0%
20.0% 16.8%
10.0%
0.0%
Dining Shopping professional services Consumer Services Events
Reasons for Coming
Professional Service – Legal, Medical, Financial
Consumer Services – Massage, Beauty, Dry Cleaning
10/31/2011 Uncommon Marketing 10
11. Quality of Responses
238 or 59% or respondents provided an e-
mail address to be contacted to be
involved in future market research
83% of respondents provided some form
of unique suggestion or feedback
150 Responders provided specific
examples of stores in other towns that
they want in Somerville
10/31/2011 Uncommon Marketing 11
12. Restaurant Ratings
Excellent 3.8
3.4
3.2 3.2 3.3 3.27
3.2 3.20
Good
2.7
Fair
Inadequate
TOTAL In-town Out of Town Under 25 25-40 41-60 61+ Male Female
Series1
10/31/2011 Uncommon Marketing 12
13. Food Choices Most Desired
268 comments
High quality Mexican/Latin „Real‟ Ice Cream / dessert shop
American (Momma (open in evening Crumbs, Cold
Mexico, QDoba, Chipoltle) Stone)
Coffee/Tea House (Rock N‟ Vegetarian or more Indian
Joe, T.M. Ward, Starbucks) choices
Sports Bar/Bar & Grill (higher BBQ/Soul Food
end, Egans, Willie High Quality Jewish/Italian Deli
McBrides, Pluckemin, Chimney (Nana‟s
Rock, Famished Frog) Livingston, Saladworks)
Casual Family (chain) Late Night
Carrabas, Outback, Joe‟s Crab Dining/Entertainment
Shack, Perkins, Chili‟s, Cracker Steak House(Ruth‟s
Barrel, Chic Fil‟ A, 5 guys) Chris, Roots)
Healthy/Organic Brew Pub (Triumph, Trap
Rock)
10/31/2011 Uncommon Marketing 13
16. Retail Top Choices
Total of 378 suggestions Top Other Retail
by 252 people. Gift shops 8.7%(Vera
Bradley, Back Door, Glassware
Obviously Clothing and etc.)
Shoes topped the list (86 Specialty Foods 8.3% (Trader
& 46 Total votes – 34.1% Joe‟s, chocolate, nuts, butcher,
and 18.3%)
Some specific areas of
cheese, seafood, cigars, Carter
& Cavero, Spice Store(Westfield) )
Clothing and shoes were
Book store 7.5%
common and tallied – (Used, Specialty, Independent)
most were generic Health Food Store 7.1%
requests. (GNC, Vitamin Shop, Organic
Grocer, Jersey Fresh Store)
10/31/2011 Uncommon Marketing 16
17. Retail Top Choices Cont‟
Craft Stores 5.6% - Home furnishings / Linens /
(Fabric, knitting, scrapbook, et other home goods 3.6%
c.) Toys 3.6% (Learning Express)
Cookware/Houseware 5.2% Name brand drug store 2.4%
(W. Sonomo, boutique (CVS)
retailers, Container store) Coffeehouse 2.4% (addition to
Art Gallery, Store, Retailer Restaurant including selling
5.2% (N.B. Art Coop Designer books / entertainment /
Craftsmaen, Frog Hollow VT) meeting space)
Sports/Recreation 4.8% Bakery 2.0% (especially one
(hiking/camping open in evenings)
equipment, Spiritware-jerseys Electronics 2.0%
etc.) (Computers, Computer
General Goods/ Hardware Repair, Gadgets)
4.0% Art Supplies/Framing 2.0%
Music / Video / Video Games Cooking Classes 2.0% (Thyme
4.0% Westfield)
10/31/2011 Uncommon Marketing 17
18. Clothing Breakdown
Clothing Total 34.1% Men‟s Clothing 3.2%
Generic Clothing Kid‟s Clothing 2.8%
7.9%(Anthropologie) Consignment / Swaps
Normal Mid-priced 6.3% 2.4%
(Gap, Banana Specialty Clothes 2.4%
Republic, small mall (Leather-
chains, Pendelton, Orvis, ware, sports, wedding/bri
LL Bean) desmaid, western, LuLu
Women‟s 4.8% (PC Lavin Lemon-exercise ware)
Anne Taylor, Lane Ethnic Clothing 0.4%
Bryant, Lauren B‟s-
morristown)
Boutique / High End (Jos
A Bank, Talbots, unique
lines)
10/31/2011 Uncommon Marketing 18
20. Retail – Other Notes
10 Other suggestions less than 2%
Comments around too much antiques, second
hand, urban clothiers
Many comments about how all is high end & low
end – no middle
Several comments missing „Back Door‟ for gifts
About a dozen comments regarding closing too
early „dinner = no shopping‟
1 suggestion around having directories similar to
mall at parking lots and along main street.
10/31/2011 Uncommon Marketing 20
21. Consumer Services Rank
Excellent
3.00
Good
2.55 2.57 2.52 2.58 2.52 2.57
2.13
2.05
Fair
Inadequate
TOTAL Residents Non- 25 & Under 26 - 40 41 - 60 61 + Male Female
Residents
10/31/2011 Uncommon Marketing 21
22. Professional Services Rank
Excellent
2.94
Good 2.90
2.73 2.69 2.68 2.70
2.65
2.55
2.13
Fair
Inadequate
TOTAL Residents Non- 25 & Under 26 - 40 41 - 60 61 + Male Female
Residents
10/31/2011 Uncommon Marketing 22
23. Consumer & Professional Services
Requests
170 people gave feedback but 18 Others under 2% including
only 68 was considered : computer repair, photo
substantive printing /
Exercise/Gym etc 6.5% framing, pharmacy, Educationa
(yoga, Pilates, gym) l Classes, ethnic hair
Boutique Movie Theater/ salon, Affordable Taylor, Pet
Performing Arts Center – 5.9% Sitting, higher class hair
salon, Eye Doctor, English
High End Spa Services 5.3% language School, Green Dry
Shipping, Copy, Printing Store Cleaner, 24 hr
3.5% Laundromat, shoe repair, Art
Studio, Resoration Consultant
Alternative Medicine
Retail Brokerage Firm
10/31/2011 Uncommon Marketing 23
24. Comparing Groups
3.76
2.96
2.73 2.73
2.13 2.13 2.13
2.05
Somerville Out of Town
3.27
3.20
2.68 2.70
2.52 2.57
2.24 2.25
Restaurant Retail Consumer Professional
Under 25 25-40 41-60 61+
Male Female
10/31/2011 Uncommon Marketing 24
25. What Events are Most Popular to
Bring People Downtown
350
299
300 280
250 227 220
201 208
200
150 133 121
113
96 88
100
50
0
Note: Friday Cruise Nights, Concerts & Street Fairs are multi-day events.
Most popular single day events are St. Patrick’s Day Parade & Memorial
Day/Races. Total of 405 responders.
10/31/2011 Uncommon Marketing 25
26. Event(& Other) Ideas Submitted
Rock Music on Thursday nights Facebook specials for
(or improve Friday Night Tues, Wed, Thurs
Selections for younger Frequent purchase rewards
audiences – several similar (entered purchases on-line
suggestions) from participating
Ethnic Food Day retailers, build points)
Better hours for farmers Movie nights on Courthouse
market (repeated many times) lawn
Sidewalk sales during other Pet friendly stickers
events (ex. Trick or Treating) Blues in addition to Jazz
Octoberfest (wine tasting) Pedestrian Stroll Days (close
Chef tastings / presentations street but for kids/families on
Keep business‟s open in bikes/walking)
evening especially Friday Fashion Show
Exercise in the park-court lawn Think 4th of July
Ghost tours Chili cook-off
10/31/2011 Uncommon Marketing 26
27. Conclusions
Although the restaurant sector is viewed favorably there
were significant suggestions for improvement/expansion.
By far the weakest response was for the retail sector –
there were some very good viable suggestions for
businesses to initiate or recruit.
Consumer and Professional services overall were viewed
favorably however there were some excellent
suggestions to improve this sector as well.
The age demographic from 25-45 viewed the services
and products with a keen eye to provide a desirable
experience and give “us a reason to come back.”
10/31/2011 Uncommon Marketing 27
28. Recommendations
Events Work !!! Update and continue with new
events.
Director should spend time each month on the
road recruiting businesses to open additional
new locations in Somerville.
Keep up with contacts, who submitted this study
for further input.
Develop and share recruiting plans with property
owners and work towards common success.
10/31/2011 Uncommon Marketing 28
