Results of Thames Ditton ���High Street and Market Questionnaire

There has been much discussion about the pros and cons of having a farmers market in Thames Ditton over the past few years. Following one of the Thames Ditton Retailers Association meetings in 2012, it was decided that a questionnaire was a good way to

establish whether the community wanted and would indeed support a market.

The construction of the questionnaire considered feedback for the existing retailers, as well as the potential for a market. The report was presented to the retailers on 27th

March 2013.

Thank you to all those that provided feedback to the questionnaire, regardless of your views. It’s important that everyone’s opinions are heard and considered. Please do

provide feedback on these findings as it’s important that we keep sharing ideas, opinions and concerns.

What we Asked and Why

If  a  Farmers'  Market  was  established,  how  likely  are  you  to  use  it?  

Consulted to understand the purchase drivers, behavior and choices made by local residents/consumers

Determine and identify the need for, types of products and feed back from locals on market and making TD more vibrant

Collaborative approach to get a broad width of opinions (good & bad) - keeping everything relevant to TD

Mandate to take forward ?

Do  you  already  purchase  any  of  the  following  in  Thames  Di?on?  

What  would  you  like  to  see  at  the  Market  and  what  would  make  you  

use  the  high  street  more?  

Which  of  the  following  best  describes  your  response  to  the  proposed  market?  

§ 4 week collection period

§ Online survey (using Survey Monkey) = 121

§ Paper door drop = 201

§  Shops & Pubs = 42

§ TOTAL = 364 Responses

Method and Response

§  Roads in blue were door dropped

§  1.7 sq mile area covered

§  503 out

§  201in (40%) response rate

§  It was half term week, so the response rate could have been higher

How did Thames Ditton respond

§  Very high identification rate mirrors the high interest, quality and constructive input received from the questionnaires. Fostering a real sense of belonging and identification with Thames Ditton

How did Thames Ditton respond

81% 76%

50%

68%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Name Address Telephone Email

73% 76%

71% 23%

10% 49%

35% 26%

25% 60%

9% 24%

14% 6%

9% 1% 0% 1%

2% 2%

1% 1% 1%

1% 4%

Fruit Vegetables

Flowers Cheese

Meats Bread

Eggs Cakes/Biscuits

Chocolates Gifts

Clothing Items for Home

Cosmetics Artwork

Other: Greeting Cards Other: Wine

Other: Groceries Other: Jewellery

Other: Stamps Other: Milk

Other: Toiletries Other: Hot Drinks - Coffee/Tea

Other: Newspapers Other: Snacks/Cake/Sandwiches/Soup

Other: Pharmaceutical

Do you already purchase any of the following in Thames Ditton? AGGREGATED.

§  High % of purchases from key High Street retailers

§  Suggests very strong loyalty to local stores

§  Low responses in key staples perhaps suggests limited choice

Current Purchases in Thames Ditton

Top 10 Vegetables

Fruit Flowers

Gifts Bread Eggs

Cakes/biscuits Chocolates

Items for home Cheese

What would encourage you to shop locally more regularly ?

Note: The image below is called a Tag-Cloud, which represents the number of instances of a word. In the case of this report, it highlights the words captured within the questionnaire and how often they were used, denoted by the size of the text.

49% 51%

29% 18%

77% 70%

75% 54%

48% 49%

29% 19%

39% 76% 77%

42% 31%

70% 8%

4% 1%

1% 1%

5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Fruit Vegetables

Flowers Clothing Cheese

Meats Bread

Preserves Eggs

Cakes/Biscuits Chocolates

Artwork Hot Food Fresh Fish

Fresh Meat Garden Goods

Gifts Speciality Foods

Cosmetics Other: Organic Food Produce

Other: Organic Cosmetics Other: Local Crafts

Other: DIY Goods/Hardware/Brushes/Pans Other: Local produce

What would you like to see at the Market?

What would you like at the market 73%

76%

71%

9%

23%

10%

49%

0%

35%

26%

25%

6%

0%

0%

0%

0%

60%

0%

14%

0% 0%

0% 0%

0%

Overlay of what’s purchased now (‘Other’ category represented as 0%)

Comments on Farmers Market Note: The image below is called a Tag-Cloud, which represents the number of instances of a word. In the case of this report, it highlights

the words captured within the questionnaire and how often they were used, denoted by the size of the text.

73%

19%

4.7%

3.0%

0.5%

Very Likely

Quite Likely

Not Sure

Not Very Likely

Not At All

If a Farmers' Market was established, how likely are you to use it? AGGREGATED

91% positive

Overall results 71.4%

19.5%

5.8%

1.6%

1.6%

Very Positive

Quite Positive

No Firm Opinion

Quite Negative

Very Negative

Which of the following best describes your response to the proposed market? AGGREGATED

92% would use it

364 Responses

46% return rate paper and online (with addresses

supplied 503/230)

Responses by Street

Harvest(lane((36%(

Ashley(Road(82%(

High(Street(86%(

Church(lane(30%(

Portsmouth(Ave(49%(

River(Ave(73%(

St(Leonards(21%(

Ashdown(Place(50%(

Boyle(Farm(56%(

Embercourt(Rd(34%(

Church(Walk(34%(

Basing(Way(30%(

StaLon(Road(62%(

WaMs(Road(62%(

Linden(Way(29%(Giggs(hill(39%(

Online supplied & paper Household return rate

47

28 22

10

41

11 14

4

34 29

53

23

39

13

34

101

17 23

19

3

20

8 3 2

19 10

18

7

24

8 10

39

0

20

40

60

80

100

120

TOTAL House holds

Online supplied & paper RETURNED

RESPONSES - yes/not sure/no

89% YES 6.5% unsure 4.3% No

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Harvest lane Ashley Road High Street

Church lane Portsmouth Ave

River Ave St Leonards

Ashdown Place Boyle Farm

Embercourt Rd Church Walk Basing Way

Station Road Watts Road Linden Way

Giggs hill

14 18

17

2 18

7

2 2

16 10 18 7

20 7

10

37

3

3

2 1

3

3

2 2

1

1

1

1

2

§  Look at how Surbiton has benefited from theirs. It’s a shame TD residents much drive there to experience a thriving atmosphere and spend money elsewhere other than our lovely village - I whole heartedly support a TD farmers market and only wish it had been proposed years ago! - Giggs Hill Rd

§  I love going to Borough market to taste and test new and different foods have a local market though smaller would be fab - Hayward Rd

§  Fruit and Veg could be a disadvantage as our veg shop is already excellent and we wouldn‘t want to lose it - Station Rd

§  After living in the village for 30 yrs. well done for compiling this. Our little shops have often closed down because they haven’t sent anything like this - market research - Fitzgerald Rd

§  Advantages for residents - colour, fun, bringing more life to High Street for retailers already here it will bring more shoppers to the area - Station Rd

§  Raise the awareness of what there is already in the village shops - Station Rd

§  Providing there was not too much competition with existing retailers it may encourage people to come and shop in our village - if we had a butcher/fish to buy for ‘meals’ rather than emergency purchases - Station Rd

§  A market that complements TD shops rather than business away from them would be ideal - Station Rd

§  We moved here in Nov 2012 and have fallen in love with TD. But feel it lacks a good market. Its the one thing we regret leaving behind in ‘London’ - a good selection of produce - they bring the community together - thank you for proposing a farmers market in this lovely village - Linen Close

§  This could boost existing shops in the village by bringing more customers to the village - people who wouldn‘t normally shop here - Basing Close

§  We used to live in Queens Park and the market there became part of our weekend routine - its a very satisfying way to buy food - Church Walk

§  It will discourage existing traders and deter possible newcomers - Watts Rd

How did Thames Ditton respond

Now What? Following the success of the questionnaire, in terms of overall response rate and the overwhelming support for the market, it’s felt that the community is highly supportive of things moving to the next

stage. It’s acknowledged that there are sensitivities to the existing retailers and this has been discussed with many of them already, both before and after the questionnaire was undertaken.

Some proposed options for market location have been drawn up and early discussions have been

had with the retailers, the Thames Ditton Retailers Association and Elmbridge Council. A road closure is not desirable by many of the community and would impose a high cost each time the

market operates, so a compromise is being sought. Once the options have been ratified (and given broad approval by Surrey and Elmbridge Council to proceed), a community meeting will be

organised to share the plans and ask for support from locals in the implementation of the market.

A three month trial is being considered to ascertain how successful the market could be. This will also provide some degree of refinement to different arrangements, to maximise footfall, the benefit

to the retailers and the number of stalls.

Support from volunteers is going to be crucial in getting this community project off the ground. This is about helping to support our village by ensuring our local retailers are as visible as possible,

so please do get involved.