MCU14/0106 & OPW15/0001 Appendix B - Retail Needs Response

3 Intercept Surveys

3.1 NOOSAVILLE METHODOLOGY

Information request:

‘The location for the Noosaville surveys along Gympie Terrace would be more likely to over
sample visitors.... A more appropriate approach might have been to conduct intercept
surveys at both Gympie Terrace and in the immediate vicinity of Noosa Village Shopping
Centre’.

Response:

As indicated on page 44 of the DA report the Noosaville survey was restricted to the river precinct due to
private ownership issues. The survey results in Noosaville, therefore, only relate to the Noosaville River

Precinct.

This obvious bias has been acknowledged and accounted for in the DA report when examining the
distribution of trade and Noosaville’s overall market shares.

The adjustments made in our DA report for the fact that the Noosaville River Precinct would, in all
likelihood, include a higher proportion of visitors than the centre as a whole, was based on an iterative
approach, including use of transactions reported by Quantium, retail turnover estimates, and distributions
for other centres, particularly in relation to visitors. The adjustments made were also required to ensure
that the turnover allocation model balanced and was internally consistent.

3:2 MAROOCHYDORE PRAC

Information request:

‘The intercept surveys do not provide any new survey of Noosa Civic shoppers or intercept
surveys from Maroochydore PRAC. Updated intercept surveys of Noosa Civic would allow
direct comparison with the surveys of the four other centre localities. It is possible the 2012
customer surveys of Noosa Civic might provide similar insights but the presentation of
these results does not allow meaningful comparison’.

Response:

As indicated on page 25 of the DA report an exit survey of Noosa Civic shoppers was undertaken in
October, 2012. Focus groups were also undertaken at the time, all of which were part of a research
project for QIC to help understand the needs of customers and to provide input into the future direction for

the asset.

Since October 2012 neither Noosa Civic nor the competitive environment has changed to any significant
extent, and hence the 2012 surveys remain relevant and useful.

Please note that the Quantium analysis, which relates to 2014, includes all EFTFOS, credit, debit and
other card transactions at Noosa Civic over the entire year. It has therefore been used to supplement the
exit survey data.

In our view the two sources provide a reliable source of information relating to origin of trade, usage and
expenditure patterns. Direct comparison between Noosa Civic and the other locations where intercept
surveys were undertaken is available via the Quantium market share analysis which is summarised in
Appendix F of the DA report.

URBIS
10 wnercerr surveys NOOSA RESPONSE REPORT - RETAIL ECONOMICS JUNE 2015 V2