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Farmers Market Impact Toolkit

Farmers Market Impact Toolkit. DATA COLLECTION TOOLS. METHODS AND GUIDANCE. FACTS AND RESEARCH. ANALYSIS & REPORT TEMPLATES. Snapshot Outline. Farmers’ Market Overview Market operational strength, engagement, and sustainability

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Farmers Market Impact Toolkit

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  1. Farmers MarketImpact Toolkit

  2. DATA COLLECTION TOOLS METHODS AND GUIDANCE FACTS AND RESEARCH ANALYSIS & REPORT TEMPLATES

  3. Snapshot Outline • Farmers’ Market Overview • Market operational strength, engagement, and sustainability • Share tracking tools and benchmark against other markets • Community Building • The market as a community hub, contributing to civic engagement • Farmers’ Market and Food Security • Biodiversity, and sustainable and responsible agricultural practices • Local land cultivation and food production • Local Economic Impact of the Farmers’ Market • Competition or complement for local businesses and economic development • Small business incubation and market growth

  4. Customer Surveys: Rapid Market Assessment • Customer Counts • One person at each entrance • 10 or 20 minute periods (then multiply and add hours together) • Consistent times during the hour, every hour • Calculate annual attendance with consideration of seasonal trends • Dot Surveys (Flip Charts) • Clear multiple choice questions, 5-6 answer choices • Give strips of dots with one dot for each question, pre-cut • Replace sheets throughout the day to observe customer variations over time • Easel placement – visible, covered, wind/rain protection • “Five dots, five questions, one dot per question.”

  5. Customer Surveys: Rapid Market Assessment

  6. Customer Surveys: Rapid Market Assessment • 2012 Dot Survey Questions • How much did you spend, or will you spend, at the market today? • How much did you spend at neighbouring businesses? • How often do you come to this market? • When did you start shopping at this market? (Categories vary by market age) • (One question of your choice)

  7. Customer Surveys: Rapid Market Assessment • Customer Surveys • BCAFM administration one day this year – more may be necessary • 15-20 per day, recommended 30-40 total • “Do you have a few minutes to answer some more detailed questions for the market?” • Overlap with dot survey questions (1, 2, 3, 5) • Mark TIME of survey on top • Impact Toolkit version of Customer Survey will be created this summer

  8. Data Collection and Entry

  9. Snapshot Creation

  10. Direct Collection from Market Management • Quantitative • Business operations • Clarify what makes a vendor “regular” • Qualitative • Capitalize on familiarity with market dynamics, personalities, and history • Level of engagement with customers, vendors, and local businesses & organizations? • Community hub question – be creative with collection methods from diverse market connections

  11. Vendor Surveys • Content • 3 sections: all vendors, food vendors, farmers • Potential hesitance to provide financial information – estimates and proportions are generally fine. This is marked on the survey. • Vague questions can be useful because we are looking for associative answers – general connections of value related to the farmers’ market • Word/Tag cloud (next slide) • Method • Email survey – better response, less time required of everyone • Regarding potential “vendor collectives”: use your judgment – one survey per producer/vendor is probably the way to go, depends how closely they work together and how similar the products are. • Private Information: • Wait until the end of the survey to ask vendors for their name/contact info – some data is sensitive • Anonymity – email .doc vs online survey – no way to transfer online survey format and keep independent data collection • Vendors who sell at multiple markets? • Feasible/reasonable required questions?

  12. Local Stakeholder Surveys • Local businesses, market partners, municipal employees or police, regular market volunteers, board members, funders & investors • Stakeholder groups – should be represented by one person, who market mgr has close relationship with • Response: balance between personal responses and on behalf of stakeholder group – reflective of relationships with market management • Contrast to BCAFM “local business” survey participation

  13. Required Indicators Customer Survey (dot survey) Direct collection Direct collection Direct collection; vendor, customer, and local stakeholder surveys Direct collection

  14. Required Indicators Vendor Survey Direct collection Vendor Survey Direct collection; vendor, customer, and local stakeholder surveys Vendor Survey

  15. Required Indicators Vendor Survey Vendor Survey Customer Survey

  16. Project Timeline: Next Steps • Step 3: June/July............................Survey Administration • ASAP: Coordinate survey administration with volunteer team • July 31: Survey administration complete • Step 4: July/August...................................Data Collection • August 15: Data collection and feedback to Annie/VCF • Step 5: August/Fall..............................Snapshot Creation

  17. Feedback and Questions Annie Lambla annie_lambla@vancity.com 604-877-4940

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