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Level 3 Analysis. Identification of the consumer preferences and lifestyle priorities of the two <br />consumer segments offering the greatest potential for downtown sales growth (i.e., traditional <br />central Santa Ana homeowners and rental tenants). This aspect of the study was undertaken to inform <br />the preparation of specific Wellness Goods and Services projects for the primary resident demographics <br />of central Santa Ana. The segments that were the focus of the qualitative research account for the <br />majority of downtown Santa Ana retail purchases under all three of the considered scenarios. The <br />qualitative research method used was in -depth interviews. Day -in- the -life accounts were documented <br />for each of 40 central Santa Ana residents, including homeowners and rental tenants, as well as senior <br />citizens, younger and older adults, and youth. This data was entered into a tool developed by The Next <br />Practice (TNP) to identify lifestyle and shopping patterns and preferences. <br />On the basis of the above three levels of market research, the SABHC convened a series of workshops <br />to design some initial Wellness District project concepts. The concepts developed in these workshops are <br />summarized in Appendix B. The findings of the research may also be useful for other retail and services <br />development strategies for the downtown area, including by downtown business associations. <br />TABLE 1. Definition of the Wellness Goods and Services Category <br />the i Practice WS—A-9 <br />U.S. Bureau of labor Statistics, Consumer <br />NAICS Business Establishments Categories <br />Expenditure Survey Categories <br />Wellness Retail Goods & Food Services <br />Health and Personal fare <br />Drugs, Health Aids, Beauty Aids <br />Health and Personal Care Stores (446) including Pharmacies & Drug Stores (44611), <br />Cosmetics and Beauty Supply Stores (44612), Optical Goods Stores (44613) and Other <br />Health and Personal Care Stores (44619 <br />Food and Beverages <br />Groceries and Other Foods <br />Food and Beverage Stores (445), including Grocery Stores (4451) and Specialty Food <br />Stores (4452) but excluding Beer, Wine and Liquor Stores (4453) <br />Food Services <br />Meals and Snacks <br />Food Service and Drinking Places U72), including Full Service Restaurants (7221), <br />Limited Service Eating Places (7222), and Special Foodservices (7223), but excluding <br />Drinking Places - Alcoholic Beverages (7224) <br />Sporting Goods <br />Sporting Goods <br />Sporting Goods Stores (45111) <br />Toys and Hobby Goods <br />Toys, Hobby Goods, and Games <br />Hobby, Toys and Games Stores (45112) and Sew /Needlework/Piece Goods Stores <br />(45113) <br />Music and Musical Instruments <br />Audio Equipment and Musical Instruments <br />Musical Instrument and Supplies Stores (45114), Pre - recorded Tapes, CDs, Record <br />Stores (45112), but we have not included Electronics and Appliance Stores due to the <br />breadth of the category definitions) <br />Books and Periodicals <br />Books <br />Other Wellness Services <br />Educational Services & Childcare <br />These categories are as defined in the U.S. Bureau of Labor Statistics, Consumer Expenditure Survey <br />Health Care & Social Assistance <br />the i Practice WS—A-9 <br />