Bradford Metropolitan District Council recently appointed Enventure Research to conduct research with shoppers to inform the future of its markets. The Council’s current market provision in Bradford city centre comprises the management and operation of two indoor markets – the Oastler Shopping Centre and Kirkgate Market. The markets are seen as an integral part of the overall retail offer in the city and have an important role to play in the future regeneration and success of business activity across the district.
Different future scenarios for the future of the existing markets have been identified (such as consolidation of the markets into a single venue, or relocation of both markets to a new venue). The survey sought to measure the opinions of markets users and non-users regarding the future of the markets in Bradford, chart shopping behaviours, likes and dislikes of the currently market offer, evaluate current usage of the markets and explore methods to maximise opportunities to draw new customers into the markets.
The survey was conducted on-street with a random sample of 1,251 market users and non-users in a number of different sampling points. In total, 500 interviews took place at each existing market site, and 251 took place with respondents that did not use the markets, or used them less than every six months. Interviews were conducted by experienced IQCS-trained (Interviewer Quality Control Scheme) interviewers. An online version of the survey ran in conjunction with the on-street interviewing, and was promoted via social media.
The research took place during August and September 2014, and the results revealed some interesting opinions and facts from shoppers about their shopping habits at Bradford’s markets and how they would shop in the future if the two markets were combined.