How to Choose a U.S.City for Your Market Research in 2021
Photo source: exploreasheville.com showing skyline of Asheville, North Carolina.
When it comes to identifying the best cities to conduct qualitative shopper research (shop-alongs, in-home ethnographies, focus groups, immersive market visits in, we usually determine that by 1) where our clients’ products are sold, and 2) where the greatest challenges or opportunities are (for example, what region they need to improve sales results in most.) When we select cities for our research programs, we first take a deep dive into what our clients need to achieve and exactly who their target consumers are. We take into account factors, such as, lifestyle and life stage, household income (or disposable income,) and attitudes toward natural vs conventional products.
We’ve conducted market and consumer research with thousands of American consumers all across the USA, in cities large and small. Usually brands think of research being conducted in big cities, like San Francisco, Los Angeles, Chicago, Atlanta, Miami, Boston and New York, however larger cities are not always the best choice. In fact, some of our most successful research comes out of markets like Charlotte and Raleigh, North Carolina — places with a local population that reflects the characteristics of the country as a whole.
Market Research Three Ways
Retailer Specific — Often our research is retailer-specific meaning brands are looking to just understand the behaviors of consumers who shop at Target, or Whole Foods Market, or Kroger. If a company is looking to up its game or add value to one particular retail partner, then we only conduct research with consumers who shop primarily at that store and in cities that are most important to the brand. In this case, the geographic footprint of the retailer determines where we go.
Nationwide Focus — If your product is sold nationwide (or intended to be sold nationwide,) then we need to narrow down to markets that can best act as a microcosm of the rest of the USA because we’ not likely to get to all of them with qualitative research. Microcosm markets (places that reflect the characteristics of the entire country) are typically NOT large cities, like NYC, but instead are mid-sized cities.
Introduction to the USA - If your export company from outside the USA is looking to learn about the American market and determine the best coast, regions or city to launch into, we sometimes do a mix of big cities (like NYC & Los Angeles) as well as smaller markets that are good representatives of the entire country. Our immersive market visit program involves exporters from other countries coming to the USA to follow along on our research. They’re usually keen to explore the better-known markets (and often those are critical to know as your port of call for importing into the USA will be there.)
American Cities Most Like the Entire Country
Are you looking to tap into the collective mind of American consumers? Here’s our 2021 list of top 25 U.S. cities where you’ll find a local population that reflects the characteristics of the nation as a whole.
Charlotte, North Carolina
Asheville, NC
Birmingham, AL
Charleston, SC
Charlotte, NC
Cincinnati, OH
Columbus, OH
Denver, CO
Greensboro, NC
Greenville, SC
Indianapolis, IN
Jacksonville, FL
Kansas City, MO
Lexington, KY
Little Rock, AR
Louisville/Jefferson County, KY
Nashville, TN
New Orleans, LA
Oklahoma, OK
Orlando, FL
Phoenix, AZ
Raleigh, NC
Richmond, VA
St. Louis, MO
Tucson, AZ
Winston-Salem, NC
Work with Green Purse PR to Better Understand your Market & Consumers
Ready to better understand your market & consumers in the USA? Contact Green Purse PR to discuss your need and identify the best city or cities to conduct qualitative research in. Come prepared with any data you have on who you believe your target consumers are (including lifestyle, life stage & age and income levels.)
Lisa Mabe Founder & CEO, Green Purse