WS-A - WORK STUDY - WELLNESS DISTRICT

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ATTACHMENT 05. Level 3 Analysis: Qualitative Consumer Research 'The study's quantitative research indicated that the most viable opportunity for Santa Ana to increase downtown sales of Wellness Goods and Services is to improve the available offerings for Central Santa Ana residents. For this reason, qualitative research was conducted to gather insights regarding the lifestyles, needs and interests of the two primary Central Santa Ana consumer segments analyzed in the quantitative study and scenarios, Central homeowners and renters. Such in -depth and in- detail insights can be used in developing specific strategies and offerings to make downtown Santa Ana a more attractive shopping, services, and recreational destination for these segments. In specific, SABHC was interested to learn how the establishment of one or more Wellness- oriented retail - service hubs in the downtown area could be best designed for these segments. 'Ihe qualitative data was collected by MASData, with support and analysis by The Next Practice. The qualitative research consisted of two components: 1. In -depth interviews with 40 residents from the 92701 zip code in Santa Ana. The interviews were selected according to age, race and documentation status, and categorized as older youth (18 -25), younger adults (26 -40), older adults (40 -65), and seniors (65 +); documented or not documented; and Latino /Hispanic, white or other. All interviewees were residents earning less than $50,000 per year (i.e., the area's median household income). All were renters or homeowners in central Santa Central area. 2. The data collected from the interviews were then entered into The Next Practice's User Optimization Tool, an excel -based software program used to identify and analyze patterns, preferences, needs and values from the in -depth interview data. Preliminary findings from the qualitative interviews and User Optimization Tool were presented at two stakeholder workshops held in Santa Ana on June 19th and 21st, 2014. These workshops supported the use of the quantitative and qualitative research findings in the conception of Wellness District projects by local residents, City staff and members of community organizations. Workshop participants were given the chance to confirm and critique the analysis, and to discuss other segments that had not been explored in the qualitative research, specifically resident children (0 -12); younger youth (13 -17); weekend visitors; and downtown commuters. The presentation of the preliminary findings allowed the researchers to gather feedback from local residents, City staff and members of community organizations regarding the proposed insights. The participant list for the workshops can be found in Appendix C. The following is a summary of the qualitative consumer /user information gathered from the use of the User Optimization Tool. The detailed qualitative findings are available for use by stakeholders in specific to `hub' or other facilities or retail - commercial development projects. The t Practice WS—A -25 Ana Well ness District: A study of demand and supply for wellness goods and services