What’s the Stronger Statement, Survey or Word Cloud?

About 700 respondents completed a 23-question survey administered this spring by Bentley University students working with the Lexington Center Committee.

The survey, according to an LCC press release, was designed to prove the “likes and dislikes of suburban downtowns in general and Lexington’s downtown specifically.” Respondents were also asked what words best described the center, and those responses were used to produce a word cloud via the Wordle TM word cloud generator.

Taken together, the two exercises reflect challenges the town and Lexington Center Committee wrestle with as they work to keep the downtown vibrant and viable. That is, retail and restaurants ranked as both top draws to the center and top areas for desired improvement, but “many banks” were most prominent among the words respondents felt best described Lexington Center.

THE RESULTS

According to the Lexington Center Committee, about 700 Lexington residents and other visitors completed the 23-question survey. The number of respondents itself was noteworthy, according to LCC Chair Jerry Michelson, who said responses validated some things often heard anecdotally.

Among the response pool, 89 percent were Lexington residents, 77 percent were women and 41 percent said they visit Lexington Center 2 to 3 times per week.

Asked about their top reasons to use Lexington Center, respondents rated retail shopping highest (a mean of 3.85 out of a possible 5.0), followed by dining (3.69 mean), coffee shops (3.57) and use of the library (3.43). Among the lowest in the category were visits to the center’s doctors offices (1.8 of 5) and historic sites (1.94).

When it comes to improving the overall appeal of the center, respondents supported an improved retail mix (4.5), more independent retail (4.43), improved parking (4.01), improved traffic management, more casual restaurants and extended hours for shops and eateries. Rating highly on respondents’ with lists for the retail scene included a bookstore, specialty food, clothing and home goods shopping options.

Meanwhile, on the word cloud, the phrase “many banks” was the most prominent, followed by “historic,” “quaint,” “friendly,” “charming,” “boring,” “active” and “attractive.”

AND THE QUESTION

The survey and word cloud don’t quite contradict each other, but they do express ideas about a place that can coexist and conflict.

It makes sense that respondents—the majority of whom were residents—would want to see elements that draw them to Lexington Center improved upon. And “many banks” being so prominent in the word cloud echoes an anecdotal commentary that banks, chains and real estate offices are frequent fillers of storefronts formerly occupied by mom-and-pop shops in suburban downtowns.

Consider also that, when responding generally about what’s important for a successful suburban downtown, the most highly rated factors included pedestrian friendliness, an active retail scene, people on the sidewalks and abundant parking.

Balance becomes the challenge for local officials, business leaders, residents and groups like the Lexington Center Committee that combine all of the above.

So with all that in mind, we want to know: What speaks more loudly, the survey or the word cloud? And how do you reconcile the results when considering them together?