Cheryl Burkhart-Kriesel

Do merchants really know what their customers like or don't like about their business? Are there similarities between what customers want from a particular kind of business, regardless of the size of the community?

Information will be shared that reviews the results of more than 25 community consumer preference studies completed in Nebraska since 1998. The study has a wide target audience. It has been conducted in both very small communities and larger rural trade centers. Themes will be identified across the sites as well as implementation suggestions will be shared for those wishing to initiate a similar program. Educational resources that support the program include promotion materials, survey instruments, small group discussion tabulation forms, and community and individual business report templates.

The applied research model's goal is to reduce the community's economic leakage and strengthen local business capacity to retain market share.

The program is straightforward in design. It begins when a local task force identifies several consumer groups important to local businesses. Participating merchants then nominate several customers for each consumer group. These consumers' shopping preferences (likes, dislikes and suggestions for improvement) are explored through a mail survey and subsequent small group discussions.

Participants benefit from a report that summarizes the community results. Since businesses are "in it together," these findings also point to general community improvements. In addition, private consultations with each merchant review confidential reports which cover specific business complaints and suggestions.