Trader Joe's Case Study
For a little over a decade the company has been opening more stores in more states and attempts to keep the neighborhood atmosphere of a close-knit company through its’ website. Trader Joe’s currently reaches out to its consumers with a simple, down-to-earth style of witty, old-fashioned cartoons in The Fearless Flyer and radio ads that feature their own employees talking about Trader Joe’s products.
Objective
The research objective was to determine which direction Trader Joe’s should take in its advertising to appeal to college students.
Target Market The main target market considered is the current college students between the age of 17 and 30. Since this category is fairly broad, we segmented it further by limiting participants
to only those who personally do the grocery shopping for their household at least once a month. These requirements will ensure realistic and usable results, because only supermarket college student shoppers are interviewed, when deciding on an advertising direction.
Screener Questions Below is a blank copy of the screener used to determine who would be eligible for the focus groups, as well as the in-depth interviews.
Focus Group and In-Depth Interview Screener
Hello! We are conducting a market research survey about supermarkets. We are students at Cal State University Northridge and are enrolled in MKT 348 – Consumer Behavior. 1. Are you or anyone in your immediate family employed by any of the following? (CIRCLE ALL THAT APPLY) a. Restaurant
b. Advertising Agency TERMINATE
c. Grocery Store TERMINATE
d. Market Research Company TERMINATE 2. How old are you? a. 13 – 16 TERMINATE
b. 17 – 21
c. 22 – 30
d. 30 or older TERMINATE 3. Choose the best that categorizes you. a. Attend college full time
b. Attend college part time
c. I do not attend college TERMINATE 4. How often do you shop at supermarkets? a. Less than once a month TERMINATE
b. Once a month
c. Twice a month
d. Once a week
e. Almost everyday
5. Who does most of the grocery shopping in your household? a. You
b. Significant other TERMINATE
c. Parent TERMINATE
d. Roommate TERMINATE Interviewee Name: Focus group # (include date and time):
Objective
The research objective was to determine which direction Trader Joe’s should take in its advertising to appeal to college students.
Target Market The main target market considered is the current college students between the age of 17 and 30. Since this category is fairly broad, we segmented it further by limiting participants
to only those who personally do the grocery shopping for their household at least once a month. These requirements will ensure realistic and usable results, because only supermarket college student shoppers are interviewed, when deciding on an advertising direction.
Screener Questions Below is a blank copy of the screener used to determine who would be eligible for the focus groups, as well as the in-depth interviews.
Focus Group and In-Depth Interview Screener
Hello! We are conducting a market research survey about supermarkets. We are students at Cal State University Northridge and are enrolled in MKT 348 – Consumer Behavior. 1. Are you or anyone in your immediate family employed by any of the following? (CIRCLE ALL THAT APPLY) a. Restaurant
b. Advertising Agency TERMINATE
c. Grocery Store TERMINATE
d. Market Research Company TERMINATE 2. How old are you? a. 13 – 16 TERMINATE
b. 17 – 21
c. 22 – 30
d. 30 or older TERMINATE 3. Choose the best that categorizes you. a. Attend college full time
b. Attend college part time
c. I do not attend college TERMINATE 4. How often do you shop at supermarkets? a. Less than once a month TERMINATE
b. Once a month
c. Twice a month
d. Once a week
e. Almost everyday
5. Who does most of the grocery shopping in your household? a. You
b. Significant other TERMINATE
c. Parent TERMINATE
d. Roommate TERMINATE Interviewee Name: Focus group # (include date and time):