Agenda Packets - 2009/02/02 - Laserfiche WebLink

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City of Mounds View Page 2 Business Image Survey Report February 2, 2009 Business Image Survey Overview In the process of discovery, we wanted to get a read on the local business owners and/or operators to measure their attitudes and perceptions surrounding the image of Mounds View. We also wanted to see what they thought of the local chamber and their services and programs and their views on the potential development of County Road 10. To do this, we created a survey and distributed it to the current list of about 120 businesses in Mounds View. The list was split with about half providing emails for online contact and half with only street addresses for mailing printed surveys. The majority of the respondents were those who were reached by email and took the survey online; only six of the mailed surveys were completed and returned by mail (some may have entered their responses online). Although the sample size is small, one can view the results as encouraging and as informational. In t his report, we have presented our Executive Summary, the research objectives, background information on the survey process, analysis and insights from the results and finally the research team’s conclusions based on the data we received. This document also includes the raw data tables for all questions and a report on all the written responses collected on the surveys. In our analysis we reviewed several topics and looked at combinations of responses to gain greater insights on the subjects we surveyed. The responses do give us some clear indications on some topics, while others are mixed. The final data does not achieve the standard confidence level for directional results, but we do feel that this analysis has informational value and provides some insights into the business owners and operators in Mounds View. Primary Research Objectives RMG has identified the following as objectives for the research phase for rebranding the City of Mounds View: • Measure current attitudes and perceptions of the businesses regarding Mounds View. • Discover how citizens would desire the City of Mounds View to be viewed. • Uncover the current level of satisfaction of the business environment on Co. Rd. 10. • Determine the perceived challenges and/or desired improvements for the city. • Identify the underlying elements of unity/pride in the city. • Assess how/if the current tag line fits the city's identity. Survey Research Methodology Mounds View business owners and/or operators consist of anyone that runs a business within the city boundaries. Business owners and employees have been identified as a target because their opinions and viewpoints will tell us why they are located in Mounds View and will help us to understand their viewpoints. Business Operators Survey Details • Develop a survey focused on business and community issues. • This survey was fielded in December, with an original due date of 12/31/08. The deadline was extended until January 19, 2009 to allow more time for responses. • City staff sent a letter of introduction to all businesses requesting they share their thoughts and participate in the survey process. The letter included a printed survey and a pre-stamped return envelope. Only those who we did not have email addresses were mailed surveys or about 60 businesses. • City staff also emailed about 60 businesses with a link to take the same survey online. Email addresses were also sent a second message in early January informing them that there was still time to go online and complete the survey, as the deadline had been extended.