Understanding the true buying power of a region
Helping a very popular local food shop open its doors in rural North Carolina
A local business owner needed to convince Ben & Jerry’s that local residents in Boone would frequent his shop. But he faced a challenge: On paper, Boone is sparsely populated, with many household incomes falling well below the state’s median.
Starting in November 2017, he began working with Carolina Demography to paint a more robust picture of the area.
We began by looking at data from the U.S. Census Bureau and other sources, which indicated that the high-level snapshot of the county didn’t paint a complete picture. Many county residents are students at Appalachian State University and the county receives steady, year-round stream of tourists. As a result, top-line demographic and socioeconomic data did not sufficiently capture the buying power of residents or the economic impact of tourists.
Our customized report, which detailed the true economic landscape of the area, convinced Ben & Jerry’s to award the franchise in Boone.
Local business owner
To detail the true economic landscape of an area's buying power
Population can grow—or decline—from one of two components of change: net migration (both domestic and international) or natural growth (births and deaths). Though both components have contributed to North Carolina’s population growth, net migration has been the driving force of…
North Carolina’s population grew to an estimated 10.5 million people as of July 1, 2019, according to new estimates from the U.S. Census Bureau. From July 1, 2018 to July 1, 2019, the state’s population increased by nearly 106,500 individuals.…