marketing research focus group analysis

Marketing 351-002Group #1 – Spring 2010

Assignment II – Focus Group Report Background

The George Mason University Farmer’s Market is an outdoor market held every Wednesday during the fall harvest season. Since the market’s establishment two years ago, it has been temporarily set up by the clock tower outside of the Johnson Center from 10:30 am to 3:30 pm. The market sells various products including fruits, vegetables, dairy products, bread, homemade salsas and hummus, flowers and organic meat, all from local vendors. The management of the market is split between two organizations, University Services, on behalf of George Mason, and an independent company named Smart Markets.

University Services manages various operations throughout the campus including dining, the bookstore, vending and banking. Smart Markets specializes in the collaboration and organization of various independent farmers to set up cooperative farmer’s markets to sell their goods. Smart Markets offers their networks of farmers and associated farmer’s markets to various venues that are interested in holding a market. The hosting venue, University Services and George Mason, receive no profits from the farmer’s market, because all profits go to participating farmers. Due to this lack of profit generation, University Services has found it difficult to advertise the market effectively to students.

University Services has already employed a numerous amount of marketing communications regarding the market including, advertising in the Mason Gazette, establishing Facebook and Twitter accounts for the market, posting flyers and Gmail statuses, developing websites, placing signs on Braddock road and distributing promotional bags. However, the market still seems to elude the recognition or memory of most Mason students. University officials claim that awareness is needed in order to retain the market on campus.

The two university officials in charge of the market, Mark Kraner and Dan Waxman, cite two primary barriers to the effectiveness of the market. The first is money; students, typically with a modest income, find it difficult to pay higher prices for grocery products that they can buy at the local supermarket for a fraction of the cost. Also, most of the farmer’s at the market will only accept cash which most students do not have readily accessible. Those that do accept credit cards require a minimum purchase amount, typically ten dollars.

During our meeting, we suggested the option of using Mason Money as an alternative payment. This had already been considered and was dismissed on the basis that the farmers want to be paid at the end of the day. The best possible turnaround period that University Services could offer for the Mason Money transactions was seven days. The farmers, who were more comfortable with cash only transactions, rejected this option. Therefore, this barrier became disqualified as a research question to explore.

The second primary barrier to the success of the market is the accessibility of the market in regards to the location of student housing and parking. For those that live on campus, the


need for the market to be close to student housing is of significant importance. Few students want to purchase food products from the farmer’s market and then have to take them to their class or carry them back to their rooms. The same is true with those students who are commuters and live off campus. They are typically unwilling to purchase items and carry them to class or back to their car. This becomes especially apparent for dairy products not treated with preservatives that must be kept cold after purchase.

Last year, University Services conducted survey research to address these barriers, gauge awareness that the Mason community has of the Farmer’s Market, and determine which aspects of the market should be tailored to optimize its popularity and effectiveness.

The results are as follows:

When asked how attendees became aware of the market, a vast majority of respondents (39.8 %) responded that they had found out about the market from a co-worker or classmate. This demonstrates the importance of word-of-mouth promotion that had not, until recently, been utilized by University Services.

After being held on Wednesdays, the survey respondents were then asked whether Wednesdays were a good day to hold the Farmer’s Market, and if there were a better day to hold the market. Respondents overwhelmingly agreed that Wednesdays were the most convenient day (87.4%).

The respondents were then asked if the current location of the market in the Johnson Center North Plaza (Clock Tower) was a good location. The respondents strongly agreed (58.2%) with this claim.

Finally, the respondents were asked; if they could improve one thing at the market, what would it be? As expected, the majority of respondents (41.6%) claimed they would like to see a larger variety of food sold at the farmer’s market.

Based on these quantitative findings, University Services was interested in obtaining qualitative data to further address the questions of the best location, date, time and offerings of the farmer’s market to attract the most visitors and promote positive word-of-mouth for the market.

Focus Group Details

In order to effectively address this applied research problem, our group held two focus groups, both on Monday, March 22nd. The first focus group, moderated by Shane Davis, was held at 6pm in SUB II VIP 1, and had seven attendees. Most of the participants were actively involved in this focus group conversation and were receptive to the topic. The focus group lasted approximately 60 minutes.

The second focus group, moderated by Stephan Floyd, was held at 8pm in SUB II VIP 2, and had nine attendees. The participants in this focus group were more active in their


responses and each spoke for about the same amount of time. The focus group lasted approximately 90 minutes.

Summarization of Focus Group Themes

Awareness – Tasked as one of the priority research questions, the focus group was directed towards the question of student awareness of the Farmer’s Market. From the responses of the participants, it appears that word-of-mouth and emails prove to be the most effective in reaching the student body.

Focus Group #1 (Intensity: Approximately 6 min)

Out of seven participants, only two of them, participant 1 and participant 3, were aware of the Farmer’s Market at Mason. Specifically, participant 1 stated, “Well I heard of it from my friend like, she had an apple and I was like, ‘Oh, where’d you get that?’ Because it wasn’t from the Mason food court, and she said, ‘Oh, the Farmers Market,’ so I checked it out.” Participant 3 continued on this point, “That’s the best way. Word of mouth…”

When asked about effective ways to reach students, the respondents provided several solutions and suggestions. However, participant 5 suggested the use of email as an effective communication tool, “When we talked about going to the JC, I’m oblivious to all of that. Cause I’m going through, I’m going through. But the one thing I do read is emails. I’ll read the subject line and if I’m interested in it, I’ll read it, if not, I’ll delete it. With the farmers market, I’d be interested and I would want to know when it’s here and if I’m on campus.” Most of the respondents agreed that this was the most effective way to reach them directly, better than any other communication outlet.

Focus Group #2 (Intensity: Approximately 15 minutes)

As evidenced in the first focus group, awareness of the Farmer’s Market was lacking in the second focus group as well. Only participant 5 was aware of not only the Farmer’s Market, but also, its exact location on campus, “…it was right over, right smack dab in the middle of campus. Next to the clock tower around the JC.” Participants 2 and 3 responded, “Oh that was the farmers market? I saw that every day,” and “ Yeah, I didn’t know what that was,” respectively.

The same general course of conversation regarding effective communication outlets occurred in the second focus group, with email and word-of-mouth communication from friends on campus as the best way to reach students about campus events, including the Farmer’s Market.

When prompted about how the respondents found out about events on campus participant 4 stated, “Friends. Um, and usually through email.” Participants 1, 3, 4, 8, and 9 further emphasized this point nodding, “Yeah, email.” It was also suggested that the Mason newspaper and Facebook are effective outlets to reach students about events on campus.


Logistics (Date, Time, Location, Layout) – Another major research question to be explored in the focus groups was the logistics of the Farmer’s Market. More specifically, what did the students think were the most effective approximate date, time, location and layout of the Farmer’s Market?

Focus Group #1 (Intensity: Approximately 1 minute)

Since general awareness of the Farmer’s Market was lacking, the participants provided little feedback on the logistics of the Market. Participant 3 did provided useful feedback about the time of day to hold the Market, “Yea, midday is good because everyone is walking around for class. People are in a hurry to go they can just grab an apple or a peach instead of Burger King. A la Carte.”


Many of the participants agreed that the Farmer’s Market should be held in the early fall, before it gets too cold, preferably in September or October, at the latest. There was also a general consensus that the Market should only be held on Tuesdays, Wednesdays and Thursdays, citing these days the most active on campus and during the midday hours, from about 11 to 5.

The current location of the market in the South Plaza, or clock tower area, was agreed as a beneficial area to hold the market due to “its high traffic”. However, when the participants were asked to draw out exactly how they would set up the market on campus many took an interesting direction. Some of the participants made the suggestion, in order to attract more of the student body to the market, to split the market into two parts, each on separate parts of campus. The participants found this as beneficial to reaching both the on and off campus segments of the student population. An example of this fragmentation of the Farmer’s Market was provided by participant 9, “I have it near the parking lot like one near the lot so people can walk right in and do their shopping. But I have another one near the dorms so those students get involved as well.”

Another suggestion was the use of more on site promotional tools to be implemented when the Market is active, such as balloons or music. Participant 5 elaborates, “I think they need to have music or something because people you can tell were just walking past it and not looking at the stuff. Like there were a few tents but nothing to sort of draw you in. You know how they have the events at the beginning of the semester and they have the reggae music and it’s cool you know.” Participant 5 also suggested spreading out the market, as the current layout feels congested and often suffocating, repelling students that are on their way to class or other activities.

Payment – In both focus groups the topic of payment came up. Despite payment at the Farmer’s Market was cited as an insurmountable barrier, one currently without a viable solution, the moderators allowed the conversation to expand on this topic to gage what specifically regarding payment is important or distracting to students.



Many of the participants citied a perceived higher cost of the goods offered at the Market. The attendees also alluded to the lack of various payment options available to them when purchasing goods at the Market. Specifically, participant 3 stated, “Yea and I don’t normally carry cash on me like that while I’m at school so. Yea.” Participant 3 also confessed to being bombarded by sales driven farmers, “I always like knowing how much something will cost without having to ask. I noticed that a lot of times they won’t have the prices so you have to physically talk to them and as soon as you talk to them they try and sell, sell, sell, sell, sell.”

Focus Group #2 (Intensity: Approximately 2 Minutes)

Participant 3 outlines the entire discussion among this focus group, “Well if that’s the case, and you’re putting it in a college campus, then where kids and money is tight. I remember when I lived on campus; we used to do the whole macaroni and cheese thing and peanut butter and jelly thing. I mean we didn’t really do the whole healthy organic… which is great, I mean now that I live at home it’s great. So I mean college kids eat pizza and wings and putting that kind of thing on a campus may not be the best thing with that target. As well as a lot of people are commuters so they can’t really go to the market and by fruit and bring it to class. “

Transportation of Items- The transportation of items is another relevant factor to consider regarding the Farmer’s Market, for both students that reside on and off campus. For those that live on campus, many are unwilling to purchase large quantities of food that they must carry back to their rooms and those that live off campus do not want to bring the food to class or have to carry it back to their cars.


Both participants 1 and 3 agreed that the location was important because, as participant 1 said, “Even if it’s just one or two things, you still can’t hold them and everything.” Participant 3 added, “Then I have to go back to my room.” Though unviable, participant 5 suggested, “I think it was a good spot, but what about like the parking lots? Because I don’t want to carry something around all day if I can just put it in my car.”


The second focus group, which consisted mostly of commuters focused on the issue of carrying the food to class. Participant 3 points out, “… a lot of people are commuters so they can’t really go to the market and buy fruit and bring it to class.” Participant 5 provides a specific example that they had during their experience with the Farmer’s Market, “ I don’t know if it’s price, but my problem was that I had to go to class. I bought milk and realized I couldn’t take it with me to class, and I thought “that was stupid” so I … (puts hand over mouth in embarrassment) I actually ended up skipping class and took it home.”


Offerings – In order to attract more students to the Farmer’s Market, University Services was curious as to what other offerings do the students expect, and want, to see at the Farmer’s Market.


Participant 3 cited the actual experience as a selling point to attend the market, “I remember that it’s not really common. But I think it’s interesting just to go to. Just to see the local farmers and what they have and you know look at their stuff. I just think it’s interesting, even if you don’t buy anything, just to go. “ Participant 7 added, “You kind of get the perception that it’s fresh just because it’s not [scheduled] all the time.” Continuing, participant 7 said, “But when I go to a farmers market I expect to find Fruits, Vegetables, maybe breads, and jams. “

Participant 4 made the suggestion of a prepared offering, “Fresh stuff. Something I could have right away. Like a smoothie.” Participant 5 furthered the point, “Well I mean you can’t carry a bag of carrots to class, but you can carry a smoothie.”


Many suggestions were made during this questioning section of this focus group. Some of the suggestions included premade offerings such as a pasta or potato salad, jams, honey, apple butter, apple cider, pies and even premade cooking kits, where all the ingredients are packaged together with an accompanying recipe. Participant 3 encompasses the entire discussion, “So I would stay with the portable and premade stuff for students and for that target.” Another suggestion made was the implementation of a salad station or some other made to order offering. However, this type of suggestion may come in conflict with the operations and interests of University Services, which manages all the food outlets on campus.

Another major topic that was covered was the offering of bread. All of the respondents said that they would purchase bread at the Farmer’s Market. However, they said that they would purchase breads that were unique such as banana bread, Ezekiel and rye. Participant 5 continues on this point, “I would buy it if it was like specialty bread, like the cinnamon bread or the raison apple bread, cause I could sit there and eat it by itself without jam or anything.”

The final major product offering considered by the participants was that of cheese and lunchmeat. All of the participants were open the offering of various cheeses at the Farmer’s Market. The offering of cheese became even more attractive when paired with the idea of lunchmeat as well. The offering of meat was unattractive to the students when presented by itself and in the context of chicken cutlets or steak offerings. However, the respondents became especially receptive to the idea and convenience of lunchmeat. Participant 1 states, “As far as meats for students on campus, I think more of like lunch meats where students can make sandwiches and with but with steaks and stuff I don’t know…”


Subsequent Survey Topics

Based on the qualitative data provided by the focus group participants, we have been able to draft a preliminary list of topics to be explored in a subsequent survey. This survey will allow us to acquire quantitative data on numerous aspects that are of concern to University Services regarding the Farmer’s Market. The topics are as follows:

Demographicso Age?o Nationalityo Gender?o Marital Status?o Faculty, Staff, or Student?o Live on campus/commuter?o Where do you live on campus?o Current year in school?

Market Locationo Best location of the Farmer’s Market?o How likely are you to shop at the Farmer’s Market if it were near a dorm?o How likely are you to shop at the Farmer’s Market if it were near a parking

lot?o Where are you on campus in between classes?

Market Timeo Best time of day to hold the Farmer’s Market? o Best day of the week? o Best time of the fall?

Market Awarenesso How did you first hear about the Market? o How do you prefer to be contacted about campus events? o Is email a good way to communicate? o How would you describe your awareness level? o What social networking sites do you use?

Market Promotiono Incentives they would motivate you to attend the market?

Market Perceptiono Best feature of the Market? o Worst Feature of the Market? o Best offerings at the Farmer’s Market? o If you haven’t attended, why not?

Market Suggestionso Any changes you would make to improve the Market?o What would you buy at the Market?

Paul Barrett, 03/30/10,

IDK why but I really like this section.


Signature Page

__________________________________Paul Barrett

__________________________________Shane Davis

__________________________________Stephan Floyd

__________________________________Alex Kolankiewicz

__________________________________Candice Nazaroff

__________________________________Taylor Walsh

__________________________________Zoheb Zaidi

marketing research focus group analysis

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