On June 9th, 2009 the Kansas Rual Center hosted a workshop for market managers, board members and agriculture support professionals. Our featured presenter was Dru Montri, association manager of the Michigan Farmers' Market Association (MIFMA).
Developed by Larry Lev, Linda Brewer and Garry Stephenson of Oregon State University, a Rapid Market Assessment is an easy, effective and thorough means for gaining quality market research about your farmers' market.
By conducting an RMA you can learn about consumer motivations for shopping at your market, how much consumers spend and are willing to spend at your market and surrounding businesses, total volume of market traffic, as well as a reliable estimate of market day sales. You can also customize your assessment to fit the information needs of your market.
Rapid Market Assessments are a valuable tool in determining the impact of farmers markets and local agriculture on municipal and county economies. Attendance at the workshop is recommended for market organizers, economic development professionals, extension agents and those who desire to support farmers markets.
Below are resources on conduction a Rapid Market Assessment or Dot Survey at your market:
Tools for Rapid Market Assessments
Larry Lev, Linda Brewer and Garry Stephenson, Oregon State University
This guide explains the process for conducting a Rapid Market Assessment including customer counts, dot surveys and constructive comments and observations.
20 pages. 784 kb PDF
Rapid Market Assessment Checklist