We conducted secondary research to leverage existing data and insights, helping us understand the current landscape and trends.
Select sources below highlighting key findings:
We conducted interviews and a diary study to explore shopping habits, motivations, and the gap between values and actions in supporting local businesses.
The goal of the interview study was focused on uncovering consumer cognitive models, their current shopping practices, and the motivations driving their choices. For business owners, the aim was to understand how they defined their business and whether they considered their business integral to their community.
NOTE: Due to challenges in recruiting equal participant groups, our findings are highly influenced by our consumer sample.
Age: 20-35 years old
Education: Some level of post secondary
Location: Greater Toronto Area
Purchasing Power: Share responsibility or are the primary purchaser for their household
Age: 30s, 40s, 50s, & 60s
Location: Canada & Japan
Business Operations: Early stage, pop-ups, social media, brick-and-mortar shops
Purchasing Power: Share responsibility or are the primary purchaser for their household
Following the themes developed from the interview study, we wanted to gain a deeper understanding of our users’ shopping habits.
We chose a diary study to collect direct behavioural data, aimed to provide more accurate insights into natural consumer behaviour, product/service acquisition processes, end goals, and encountered pain points.
The study aimed to explore the gap between participants’ values and actions in supporting local businesses. It focused on understanding routine shopping behaviours, local purchase intent, and the physical and digital factors influencing purchasing decisions.
The diary study was conducted from February 22, 2022, to March 1, 2022, using Google Forms to collect daily reflections on purchases and considered purchases.
A semi-structured form combining defined response options with short-answer sections, designed for reflecting on daily purchases.
“I find the LCBO makes [finding local products] easy and I feel good about purchasing VQA wines.” (J1)
“I walked by this place everyday and was curious about it. Someone told me it was good, so I finally went in and have been going ever since.” (J4)
“I like to get premium items when possible and local brands fill that role.” (E1)
Using the results from both studies, the four key themes identified include:
A successful product has to minimally disrupt consumers’ existing routines and make it easy to find local businesses without feeling like they have to put in extra work.
Theme 1: Convenience remains at the forefront.
A successful product would need to capitalize on the interpersonal relationship between local businesses and consumers, as this connection increases the likelihood of consumer support.
Theme 3: Relationships between business owners and consumers matter.
Consumers have a wide range of reasons for “supporting local” and different definitions of “local business,” as a consequent. Being more specific allows consumers to make informed decisions that align with their specific beliefs.
Theme 2: Consumers decide to shop locally for a variety of different reasons.
Establish a more specific tagging system where businesses are categorized with labels like “Canadian Owned,” "BIPoC-owned," or "LGBT-friendly" rather than just “Local Business”.
By working with, rather than against, existing platforms that consumers already use, the product can leverage the familiarity and trust that these apps already established with consumers. Moreover, cross-platform integration ensures that consumers' existing routines are minimally disrupted.
Theme 1: Convenience remains at the forefront.
Theme 4: Social Media is the new word-of-mouth and is critical to discovery of new businesses.
A successful product has to minimally disrupt consumers’ existing routines and make it easy to find local businesses without feeling like they have to put in extra work.
Theme 1: Convenience remains at the forefront.
A successful product would need to capitalize on the interpersonal relationship between local businesses and consumers, as this connection increases the likelihood of consumer support.
Theme 3: Relationships between business owners and consumers matter.
Consumers have a wide range of reasons for “supporting local” and different definitions of “local business,” as a consequent. Being more specific allows consumers to make informed decisions that align with their specific beliefs.
Theme 2: Consumers decide to shop locally for a variety of different reasons.
Establish a more specific tagging system where businesses are categorized with labels like “Canadian Owned,” "BIPoC-owned," or "LGBT-friendly" rather than just “Local Business”.
By working with, rather than against, existing platforms that consumers already use, the product can leverage the familiarity and trust that these apps already established with consumers. Moreover, cross-platform integration ensures that consumers' existing routines are minimally disrupted.
Theme 1: Convenience remains at the forefront.
Theme 4: Social Media is the new word-of-mouth and is critical to discovery of new businesses.
