When thinking about conducting consumer research in New York, oftentimes the immediate reaction is to go to New York City. Or, if you’re looking for suburban research, New Jersey and southern Connecticut may come to mind…so why come to Westchester County?
With easy access to NYC-area airports, Westchester County is home to people from all walks of life, along with a growing millennial population. Here are a few reasons why Westchester is a great alternative to New York City, northern New Jersey, and southern Connecticut.
1. Westchester is up and coming millennial hub, where researchers can recruit from a wide range of lifestyles, life stages, incomes, and mindsets
Westchester and each of its towns has its own personality and vibe, ranging from the more artsy community of Katonah to upscale Bronxville. And if you think the only places you can find trendsetting millennials are urban centers, Westchester is ready to prove you wrong: riverfront towns like Yonkers, Tarrytown, and Hastings-on-Hudson are reviving the waterfront, attracting professional millennials who want easy access to New York City’s career and entertainment opportunities without having to share a studio apartment with a roommate. Cities like White Plains and New Rochelle offer urban amenities without the New York City price tag.
Westchester boasts a great range of diversity, making it an ideal location for reaching many segments of the American population. Westchester is home to luxury shoppers and bargain hunters alike. The overall median household income of Westchester is on the high side ($86,000), though a third of the population makes $50,000 or below. Highly educated and well-spoken, nearly half of Westchester adult residents have at least a bachelor’s degree. Life in the suburbs is also especially appealing to families, with many New Yorkers coming out to Westchester when they are ready to start a family: more than 100,000 Westchester households have children…so that next project you have where you want to test packaging for your newest children’s toy? We’ve got you covered!
A final note of town pride: New Rochelle, where Insight Loft is located, ranks as the sixth most diverse small city according to an analysis conducted by Wallethub.
2. Westchester is also a hub for diversity, which provides a fresh perspective on multicultural research
Talk of America’s changing demographics often focuses on urban and media centers, like New York City, San Francisco, and Chicago. The reality, though, is that multicultural America is America—in urban centers and outside of them, and savvy marketers are picking up on this. As more multicultural consumers move out of urban centers and into the suburbs, keeping a pulse on what is happening with the non-urban multicultural population is increasingly important. Moving your New York City multicultural research into nearby Westchester can help provide a new perspective on Hispanic, Black, and Asian populations, among others.
3. No professional respondents
With just shy of a million residents (976,000), Westchester County is often overlooked in favor of nearby New York City for research. While larger markets can be plagued by professional respondents—those who attempt to qualify and participate in as many paid research studies as possible, sometimes being less-than-truthful—Westchester is full of consumers who have never participated in market research before. This means respondents are unpracticed and authentic, giving you a fresh perspective on your products, brands, and marketing.
4. Westchester brings you the best of urban and suburban research
Being just outside New York City, Westchester has a variety of both more urban and suburban areas. Cities like Yonkers, New Rochelle, and White Plains have a concentrated, bustling city center, while towns like Yorktown, Somers, and Armonk are textbook suburbs. This mix of urban and suburban areas makes Westchester as well-suited for finding potential car buyers as young, multicultural trendsetters.
5. Convenience—Westchester is an easy 30-minute train ride from Grand Central or 35-minute car trip from NYC airports
When conducting research in Westchester, you can take your pick of flights and hotels. Centrally located near NYC-area airports means not having to pay the premium of flying to smaller, regional airports: fly to LaGuardia and you can be in Westchester County faster than you can get to mid-town Manhattan. Insight Loft is also located directly next to Metro North, meaning that you can stay in Manhattan and experience all NYC has to offer during your down time, while still getting to your focus groups with an easy 30-minute train ride. New Rochelle also has a lot to offer, so if you prefer, you can also settle in at the Radisson or Courtyard Marriott that are walking distance from Insight Loft (preferred rates available).
6. Home to the one of the most contemporary focus group facilities in the east
The idea for Insight Loft came after having a conversation with two tired moderators, home from another long stint on the road. “Why do all focus group facilities look the same?” they lamented, citing the white, grey, and blue neutrals and fluorescent lighting that make rooms feel more like laboratories than creative spaces where honesty and innovation are encouraged. We set out to change that.
Insight Loft features high ceilings, brick facades, bright colors, and a contemporary loft vibe. The space is highly flexible, capable of comfortably transitioning from an intimate living room setup to a high-capacity classroom setup with ease.
So the next time you (or your client) is looking to do research in New York, think outside the Big Apple and visit us in Westchester County!
Let’s talk. Give us a call at 914.214.2424 or fill out our RFP form.