Rapid Market Assessments

Rapid Market Assessment
Summaries

(pdf formats)

2005

Spokane

Boise

2003
Moscow
Hope
Sandpoint

2002
Kootenai County

View photos of
past RMA's:

Moscow Farmers' Market

Hope Farmers'
Market

Sandpoint Farmers'
Market

Rapid Market Assessments

Last summer, Rural Roots had the opportunity and pleasure to coordinate the Rapid Market Assessment (RMA) of two Inland Northwest farmers’ markets: the Capital City Public Market in Boise, Idaho and the Spokane Farmers’ Market in downtown Spokane, Washington. The RMAs were designed to help the market gather information about itself and its customers. Here are a few highlights from each assessment.

Capital City Public Market

July 23, 2005

Estimated market attendance 8220 adults.
Average amount spent per shopping group (two adults spending from the same wallet) $20.63.
Top two reasons for coming to the market: agricultural products and atmosphere.
One third the shoppers said it was their first time at the market.
Almost 40 % of the shoppers said they learned about the market through word-of-mouth.

Spokane Farmers’ Market

August 6, 2005

Estimated market attendance 1734 adults.
Average amount spent per shopping group $21.07.
Top three recommendations for improving the market: additional parking, different location, more produce.
Almost half of the Saturday shoppers said they would also shop at a Wednesday evening market.
One third of shoppers suggested the best way for the market to reach them would be to advertise in either the Inlander or the Spokesman Review newspapers.

What is a Rapid Market Assessment (RMA)?

Developed by Larry Lev, Linda Brewer and Garry Stephenson of Oregon State University, an RMA 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, and a reliable estimate of how much money is spent at the market. You can also customize your assessment to fit the information needs of the market.

If you are interested in receiving assistance or advice on how to conduct an RMA, you may contact Colette DePhelps by phone or e-mail at
Office - (208) 883-3462
E-mail - colette@ruralroots.org

Rapid Market Assessment Technical Reports
Tools for Conducting an RMA
Written by Larry Lev, Linda Brewer, and Garry Stephenson
Oregon State University Extension Service

Contact RR Staff Executive Director Colette DePhelps Communication Cord