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Marketing Research of Sur La Table

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Netra Shetty
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Marketing Research of Sur La Table - April 8th, 2011

Sur La Table, Inc. is a privately held American retail company based in Seattle, Washington, that sells gourmet cooking utensils and related merchandise, such as home appliances, food, and cookbooks. As of 2011, Sur La Table sells products in 83+ stores in 29 states across the country and the District of Columbia, as well as through their web site and catalogs. Cooking classes are available through about 25 of their stores.

eaped if diverse groups are represented more authentically in film. 59% of Asian, 66% of Black African/Caribbean, 54% of East European and 51% of LGB audiences say they would watch more films if they felt this was the case.

Mary FitzPatrick, Head of Diversity at the UK Film Council and key sponsor of the research, said,
“Film remains one of the most popular pastimes for people in the UK and this research highlights the often overlooked views, opinions and needs of the diverse groups that make up an important part of the film industry’s audience. Film has the ability to change behaviour and shift opinion, so we in the Industry all have a responsibility to ensure that these findings are not ignored.

The figures speak for themselves in demonstrating there is a real opportunity for the industry to more accurately portray these groups in film. This research will form an important part of the UK Film Council’s legacy and will help make a powerful and dynamic change to the way in which diverse groups are portrayed in film going forward”.

British comedienne and actress, Jenny Eclair, supports the findings of the research and hopes the study will open the way for a more authentic portrayal of audiences on screen.

Eclair commented,
“Sadly this research demonstrates that, even in our culture of supposed diversity, film - one of the key cultural mediums - is still misrepresenting large proportions of UK film goers. The industry needs to think carefully about how it portrays diverse groups - including older women - who are frustrated at still being portrayed in de-sexualised, stereotypical roles.The industry is in danger of continuing this misrepresentation where there is clearly the opportunity at hand to change opinion for good”.

About the research
The study comprised two phases: a qualitative stage followed by quantitative research. 12 qualitative focus groups were conducted among diverse audiences (selected by social grade, ethnicity, age, gender, sexual orientation) between the 11th and 19th January 2011 – with each group focusing on a different diverse group to inform the quantitative element of the study.

A large-scale quantitative study was then conducted with two samples; general population and diverse audience groups.

The general population quantitative sample was conducted by Harris Interactive online between 9th and 14th February 2011, among a total of 2,228 adults (aged 16+) within Great Britain. Figures for age, gender education, region and Internet usage were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was used to adjust for respondents’ propensity to be online.

The diverse audience groups sample was conducted by Harris Interactive online between 9th and 22nd February 2011, among a total of 2,087 adults (aged 18+) within Great Britain, comprised of the following groups: Older Women aged 50-75 (480), C2D Social Grade (717), LGB (231), Asian (222), Black African/Caribbean (235) and Eastern European (202). Figures for age and gender were weighted where necessary to bring them into line with their actual proportions in the population.

About the UK Film Council
The UK Film Council has backed more than 900 films, shorts and features, which have won over 300 awards and entertained more than 200 million people around the world generating £5 for every £1 of Lottery money it has invested.

During its history, the UK Film Council has funded exciting new British films such as The King's Speech, Streetdance 3D and Tamara Drewe, and supports filmmakers at every stage of their career. The Council’s audience development initiatives get a wider choice of films to audiences throughout the UK whether through digital innovation in film distribution or by broadening the cinema experience offer to underserved audiences. They also invest in training British talent, promoting Britain as an international filmmaking location and raising the profile of British films abroad.

From 1 April 2011, the UK Film Council's funding responsibilities are being transferred to the British Film Institute (BFI) and Film London. Their training, production funding and audience development activities will transfer to the BFI and their work to attract international film production to the UK will transfer to Film London.

The UK Film Council’s Diversity Department has a single core aim, which is to help build a more diverse and inclusive workforce and film culture. The department has created and supported a number initiatives which are designed to:
• Nurture a diverse range of UK film talent;
• Integrate equality and diversity commitments into all UK Film Council activities and monitor their impact;
• Provide practical tools and information to encourage our partners and the industry more generally to promote diversity; and
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Re: Marketing Research of Sur La Table
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Jitendra Mazee
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Re: Marketing Research of Sur La Table - August 17th, 2016

Quote:
Originally Posted by netrashetty View Post
Sur La Table, Inc. is a privately held American retail company based in Seattle, Washington, that sells gourmet cooking utensils and related merchandise, such as home appliances, food, and cookbooks. As of 2011, Sur La Table sells products in 83+ stores in 29 states across the country and the District of Columbia, as well as through their web site and catalogs. Cooking classes are available through about 25 of their stores.

eaped if diverse groups are represented more authentically in film. 59% of Asian, 66% of Black African/Caribbean, 54% of East European and 51% of LGB audiences say they would watch more films if they felt this was the case.

Mary FitzPatrick, Head of Diversity at the UK Film Council and key sponsor of the research, said,
“Film remains one of the most popular pastimes for people in the UK and this research highlights the often overlooked views, opinions and needs of the diverse groups that make up an important part of the film industry’s audience. Film has the ability to change behaviour and shift opinion, so we in the Industry all have a responsibility to ensure that these findings are not ignored.

The figures speak for themselves in demonstrating there is a real opportunity for the industry to more accurately portray these groups in film. This research will form an important part of the UK Film Council’s legacy and will help make a powerful and dynamic change to the way in which diverse groups are portrayed in film going forward”.

British comedienne and actress, Jenny Eclair, supports the findings of the research and hopes the study will open the way for a more authentic portrayal of audiences on screen.

Eclair commented,
“Sadly this research demonstrates that, even in our culture of supposed diversity, film - one of the key cultural mediums - is still misrepresenting large proportions of UK film goers. The industry needs to think carefully about how it portrays diverse groups - including older women - who are frustrated at still being portrayed in de-sexualised, stereotypical roles.The industry is in danger of continuing this misrepresentation where there is clearly the opportunity at hand to change opinion for good”.

About the research
The study comprised two phases: a qualitative stage followed by quantitative research. 12 qualitative focus groups were conducted among diverse audiences (selected by social grade, ethnicity, age, gender, sexual orientation) between the 11th and 19th January 2011 – with each group focusing on a different diverse group to inform the quantitative element of the study.

A large-scale quantitative study was then conducted with two samples; general population and diverse audience groups.

The general population quantitative sample was conducted by Harris Interactive online between 9th and 14th February 2011, among a total of 2,228 adults (aged 16+) within Great Britain. Figures for age, gender education, region and Internet usage were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was used to adjust for respondents’ propensity to be online.

The diverse audience groups sample was conducted by Harris Interactive online between 9th and 22nd February 2011, among a total of 2,087 adults (aged 18+) within Great Britain, comprised of the following groups: Older Women aged 50-75 (480), C2D Social Grade (717), LGB (231), Asian (222), Black African/Caribbean (235) and Eastern European (202). Figures for age and gender were weighted where necessary to bring them into line with their actual proportions in the population.

About the UK Film Council
The UK Film Council has backed more than 900 films, shorts and features, which have won over 300 awards and entertained more than 200 million people around the world generating £5 for every £1 of Lottery money it has invested.

During its history, the UK Film Council has funded exciting new British films such as The King's Speech, Streetdance 3D and Tamara Drewe, and supports filmmakers at every stage of their career. The Council’s audience development initiatives get a wider choice of films to audiences throughout the UK whether through digital innovation in film distribution or by broadening the cinema experience offer to underserved audiences. They also invest in training British talent, promoting Britain as an international filmmaking location and raising the profile of British films abroad.

From 1 April 2011, the UK Film Council's funding responsibilities are being transferred to the British Film Institute (BFI) and Film London. Their training, production funding and audience development activities will transfer to the BFI and their work to attract international film production to the UK will transfer to Film London.

The UK Film Council’s Diversity Department has a single core aim, which is to help build a more diverse and inclusive workforce and film culture. The department has created and supported a number initiatives which are designed to:
• Nurture a diverse range of UK film talent;
• Integrate equality and diversity commitments into all UK Film Council activities and monitor their impact;
• Provide practical tools and information to encourage our partners and the industry more generally to promote diversity; and
Hey netra, i am really glad to see that people like you are sharing such a nice information and helping people. Well, i have also got some important information on Sur La Table and would like to share it with you so that it may help more and more people.
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