WS-A - WORK STUDY - WELLNESS DISTRICT

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ATTACHMENT Household Expenditures for Wellness Goods and Services. by Segment Having estimated median EBI for each segment, based upon place of residence and selected demographic factors; and having estimated EBI allocation percentages based on the median for the selected geographic areas, the total dollar amount of expenditures can be estimated for a household in each of the five segments. Total expenditures by each segment can be estimated by multiplying the median household expenditures for each merchandise or service type by the number of households in the segment. Shopping Location Estimates. by Segment The current study did not allow for direct survey of downtown customers, representing each of the segments, regarding the geographic distribution of their purchases. Short of this, however, TNP prepared a baseline estimate of Wellness Goods and Services expenditures in downtown Santa Ana (0.5 mile radius), by segment and in total, by applying standard retail catchment and purchasing habits principles to estimate the percentage of expenditure by each segment to downtown business establishments and to non - downtown business establishments. These principles are stated in the report. The reasonableness of the baseline downtown expenditure scenario, by segment, was tested by ensuring that total of Wellness Goods and Services expenditures estimated for all of the segments was equal to the Nielsen Claritas model projection of total 2014 Wellness Goods and Services expenditures for the 0.5 mile radius area; that is, $132 million. A5. Level 3 Consumer Analysis: Qualitative Market Research So as to provide further, detailed guidance about consumer preferences of the two main Central Santa Ana consumer segments, The Next Practice also undertook a qualitative study of the values, preferences, life patterns, and aspirations of typical central Santa Ana residents. This qualitative research involved forty in -depth interviews of residents regarding a typical day in their lives. The respondents were selected using a snowballing technique, beginning with volunteers to downtown service and cultural organizations, who then introduced the researchers to friends and associates for further interviews. Qualitative market research methods, such as in -depth interviews and focus groups are commonly used in commercial market research. They are not intended to use a statistical sample or to provide predictive conclusions. Rather, they are used to generate insights about consumers, which insights are then used to develop solution concepts. To support the identification of patterns and insights from the interview data, the day -in -the -life information, ranging from activities and schedules to emotions and key words, were entered into TNP's User Optimization tool. This is an advanced Excel tool that permits extensive sorting and filtering to identify patterns from detailed and divergent types of data and information about a large group of individuals. The tool supports the association of activities, preferences, and emotions with specific places, times of day, and other activities. The \ * t Practice WS _A_%R*Ja Ana Wellness District A study of demand and supply for wellness goods and services