The Tops Friendly Markets Shopper Survey as of 2015 asks customers questions about their shopping habits, participation in reward programs and basic personal information, which it uses to evaluate its customer demographics. The amount of questions varies based on the survey taker's answers.
The Tops Friendly Markets Shopper Survey begins by confirming that the survey taker is the person primarily responsible for shopping for the household's groceries. If so, it presents more questions as long as no one in the survey taker's family works for a food service related company, such as a distributor, supermarket or marketing agency.
Tops Friendly Markets asks about the stores shopped at in the past 90 days as well as which ones the most money were spent at and which ones are frequented the most to purchase groceries. It asks about the customer's awareness of a recent reward program, and if the customer answers positively, it asks how this information was learned, such as through a weekly advertisement, store sign or Facebook post. If the survey taker participated in the reward program, the survey asks for further details, such as whether the program increased the desire to shop at Tops Friendly Markets and if there is any interest in future reward programs.
Other information gathered by Tops Friendly Markets includes the gender, age category, household size, amount of children, average household income and ZIP code of the survey taker. At the end of the survey, it offers the customer an opportunity to win a prize.