The Hallmark Firm was hired by Buffalo Place to provide data collection for the Downtown Country Market. Data captured from a series of qualitative methods was used to guide an operational redesign of the Downtown County Market. The objective is for the Market to become a viable, successful market for both the farmers and vendors, and the downtown population including employees, residents, and visitors. Data from the project was used to provide useful, actionable information to guide strategy and secure its ongoing operation into the future. Data will also build constructive contacts with customers and vendors to encourage an increase in customer and vendor participation and sales (traditional business to consumer and Double Up Food Bucks). All this is being done in an effort to procure data to assist with operational adjustment decision-making.