QUEENSWAY
shopping centre
Methodology
Due to our limited knowledge of Queensway Shopping Centre, we decided to use the qualitative research method of semi-structured interviews to collect data. The participants we interviewed for this project were the (1) shop owners and (2) shoppers at Queensway Shopping Centre. We asked for permission to video/voice record the interviews, and wrote down main points for those who were uncomfortable with being recorded. Through the interviews, many personal stories and insights from our participants were collected. In total, we held interviews at 15 shops and approached 30 shoppers. Once data collection was completed, we transcribed the interviews and compiled the information we acquired from the participants to identify the recurring themes and sentiments. A total of two trips were made to collect data: once on a weekday and once on a weekend. We observed that the crowd was slightly different on the two occasions we went down to the shopping centre. There were more office workers during the weekday and more families on the weekend.
For our shopper interviews, the questions focused on the reasons why they patronise the shopping centre, their fondest memories of the place and how things have changed over the years. We hope that through these interviews, we are able to find out what made Queensway Shopping Centre successful as a shopping location and if the shopping centre holds a special place in their hearts.
Shopper Interviews
Tenant Interviews
For our tenant interviews, we decided to select the the shop owners for interviews based on the popularity of the shops as found online and shops that sell unique items. We split our questions into 2 segments: (1) Shop-related questions and (2) Shopping centre-related questions. For the shop-related questions, we focused on the shop-owners’ experiences, such as their reason for staying in Queensway Shopping Centre, their customer flow, how technology has affected their business and their experiences with other shop owners. For the shopping centre-related questions, we focused on how the shopping centre dynamics have changed throughout the years, favourite memories of the shopping centre and future plans if an en-bloc were to happen.
For our tenant interviews, we decided to select the the shop owners for interviews based on the popularity of the shops as found online and shops that sell unique items. We split our questions into 2 segments: (1) Shop-related questions and (2) Shopping centre-related questions. For the shop-related questions, we focused on the shop-owners’ experiences, such as their reason for staying in Queensway Shopping Centre, their customer flow, how technology has affected their business and their experiences with other shop owners. For the shopping centre-related questions, we focused on how the shopping centre dynamics have changed throughout the years, favourite memories of the shopping centre and future plans if an en-bloc were to happen.
​To inform our interview questions and complement the data collected, we referenced secondary sources such as the national archives of Singapore, community documents and websites. We also managed to find out about the developments that took place around Queensway Shopping Centre over the years, how the business of the shopping centre has been affected by the increasing popularity of online shopping, and what is well-known and popular with Singaporeans.
Secondary Research