Thank you to everyone who took time to respond to the DeKalb County Small Business Consumer Sentiment Survey. The survey is now closed.

Please click on the thumbnail below for a copy of the preliminary analysis slides presented at the webinar on May 27, 2020. (will open in new window)

Please click on the thumbnail below for the aggregated analysis from each survey question in the order asked (Note: no individual-level data shared).

(will open in new window)

Information for Survey Respondents


What is the DeKalb County Small Business Consumer Sentiment Survey?

It's a research collaboration to understand the feelings and behaviors of consumers in DeKalb County, Illinois during the pandemic and how small businesses fit in now... and will fit in the future when phased reopenings occur. We kept reviewing recent national and global consumer sentiment surveys but continued to find ourselves saying "hmm, is this how people are feeling in DeKalb County?" Thus, the goal of this project is to help small businesses prepare and better understand the changing desires and behaviors of consumers right here in DeKalb County. 

Who should take this survey?

Anyone who's at least 18 years old. We'd like to hear from all kinds of people with all kinds of interests and lifestyles. 

Why are you asking me to take a survey now, during COVID-19?

We realize you may be going through a lot right now, so if you can't respond we understand and wish you the best with everything you're facing. Responding to the survey is entirely voluntary. If you do decide to take the survey, you'll see that it's an opportunity to share about what you're dealing with now, reflect on how your shopping behaviors have changed, and what activities you are looking forward to in the future. The data you share will help small businesses as they prepare to reopen.

Will my information be kept private and secure?

Privacy is of the utmost concern. No personally identifying information will be associated with your survey responses during analysis or reporting. Only certified Institutional Review Board (IRB) researchers will have access to the survey responses. All presented results to small businesses will be aggregated - no individual-level data will be shared. The aggregated results will be used to create reports and presentations to give to DeKalb County small businesses. This project is non-commercial and responding will not subject you to any marketing whatsoever.

Can I share this survey with my family members or friends?

Yes, absolutely, please share the link. You can copy and paste this link,, in an email, text message, or post on your social media. Thanks for spreading the word.

What will be done with the information you're collecting? Will I be able to see the findings and conclusions?

The survey data, without any personally identifying information attached, will be statistically analyzed and a report will be created. If you're interested in a preliminary analysis of the survey results, please register to attend the webinar on May 27, 2 pm. Our hope is to provide small businesses with timely results and thus a report of the findings that will be posted here in June 2020. Please check back.

My question isn't answered here. Is there an email address?

Yes, we welcome your question or comment. You can email the lead researcher, Mya Pronschinske Groza, Ph.D. at, and she'll get back to you as quickly as possible.