ATEED
The challenge:
COVID-19 has had a massive impact on Auckland’s inner city economy, in particular those businesses who trade in the evenings such as bars, restaurants, cinemas and other attractions. ATEED engaged Joots in order to analyse how the pandemic had altered Aucklander’s participation in the Nighttime economy pre and post lockdowns.
Our approach:
The primary data source for this study was 24 months of anonymised transactions occurring in the Auckland CBD between 6pm and 4am. We split the city into four distinct precincts being Ponsonby, K Rd, CBD and Viaduct which enabled us to determine the change in evening spend for each of these areas pre-COVID vs current day. As part of the analysis we also had access to the home suburb of the cardholder and so we were able to identify six customer segments based on demographic profile and change in spend.
The transactional analysis helped ATEED understand what had changed, and in order to understand why it had changed we interviewed a sample of each segment. The purpose of this phase was to dig into the individual experiences of each segment to determine what positive and negative impressions they had of Auckland CBD after hours. These themes could then be used by ATEED for planning to encourage greater participation in the night-time economy.
The output:
There were two outputs in this project. The first was an in-depth report which summarised the methodology and findings of the quantitative analysis of the transactional data. The second was a large-scale illustration which conveyed the primary themes identified in the segment interviews. The poster was laid out to reflect the four precincts of Auckland City with the experiential insights highlighted using verbatim call-outs from the interviews used to back-up and reinforce these.
