A clone town survey template is a printable way to record the businesses in a town centre and assess how varied and locally distinctive its shops are. The template below helps you note each business consistently; it is a practical survey aid, not a claim that your results follow one official scoring system.
What a Clone Town Survey Measures
The phrase “clone town” describes a town centre that feels similar to many others, often because national chains and familiar retail formats dominate its commercial streets. A survey makes that impression more concrete by recording what businesses are present and, where possible, whether they are independently owned, part of a chain, or difficult to classify.
A count can show one aspect of local character, but it cannot measure everything that makes a place distinctive. A town may have many independent shops yet lack affordable premises, useful services, or a strong public realm. Another may have a number of chains that residents value alongside a lively mix of local businesses. Treat the survey as a snapshot of business mix, not a complete verdict on a town’s health or identity.
People sometimes use “clone town survey” to mean a particular exercise, and sometimes to mean any local audit inspired by the idea. Methods can differ in the streets covered, the kinds of businesses included, and the definitions used. State your own rules before collecting data so readers can understand what your findings do and do not represent.
Background and the Original Idea
The term gained wider attention through work by the New Economics Foundation, a UK think tank, which published research on the sameness of British town centres in the mid-2000s. The underlying concern was that a loss of independent businesses and local variety could make high streets less distinctive and less resilient. The idea became useful to community groups because it turned a broad concern about changing places into something people could observe on a walk through their town.
There is no single universally applied modern standard that every community survey must follow. Historical exercises used particular sampling and classification choices, and later projects may adapt them. That matters when comparing results: a survey of one shopping street cannot fairly be compared with a survey of an entire town centre unless their boundaries and counting rules are comparable. If you are reproducing a named study, consult its published method rather than assuming this general-purpose form uses the same rules.
How to Run a Survey
Decide the purpose first. A school project might map shop types for a particular street; a residents’ group might want a baseline to revisit each year. The purpose determines the appropriate area, level of detail, and whether you need to record only businesses or also vacancies and services. Write down the date, time, boundary, and rules on the form before you begin.
- Set a clear boundary. Name the streets or map the route. Include the same kinds of premises throughout, rather than extending the route whenever an interesting business appears.
- Choose what counts. Decide whether to include cafes, pubs, banks, personal services, market stalls, and businesses above street level. For a shop-focused survey, exclude other categories or record them separately.
- Walk the route and record visible businesses. Use one row per business. Note the business name only if needed for verification; a category and ownership classification may be enough for a public summary.
- Classify cautiously. Mark a business as independent, chain, franchise, other, or uncertain according to definitions you set in advance. Do not guess from the shopfront alone.
- Check and summarise. Review uncertain entries, keep a record of exclusions, and report raw counts as well as any percentages. Explain the denominator used for each percentage.
If several people are surveying, give everyone the same instructions and a short example. Two volunteers might otherwise classify the same business differently, especially when a local operator trades under a larger brand or a business has more than one location. Agreeing how to handle those cases before the walk makes the results more consistent.
Printable Clone Town Survey Template
Blank survey form
Survey area or route: ____________________ Date: ____________________ Surveyor: ____________________
Include: ____________________ Exclude: ____________________ Ownership rule: ____________________
| No. | Business or premises | Business type | Classification | Evidence or notes |
|---|---|---|---|---|
| 1 | ||||
| 2 | ||||
| 3 | ||||
| 4 | ||||
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| 10 |
Classification options used: ____________________ Vacant premises recorded separately? ____________________
Sample only — fictional details
| No. | Business or premises | Business type | Classification | Evidence or notes |
|---|---|---|---|---|
| 1 | Maple Street Books | Bookshop | Independent | Owner-operated, according to the fictional survey brief |
| 2 | North Square Market | Food shop | Uncertain | Ownership not confirmed; check before classifying |
Choosing Categories and Defining Independence
“Independent” can mean different things in different surveys. It might mean locally owned, privately owned and not part of a multi-site chain, or simply not one of a specified list of national brands. Those definitions are not interchangeable. A locally owned business can operate more than one branch, while a franchise may be run by a local operator but trade under a network’s name. State whether your classification is based on ownership, brand, number of branches, or another rule.
A workable form can use four labels: independent, chain, franchise or network, and uncertain. If your project needs a simpler comparison, you can combine categories later, but keep the original notes. The “uncertain” label is useful data hygiene, not a failure: it prevents a guess from becoming an apparently reliable fact. Where appropriate, check a business’s own public information or ask politely, without interrupting customers or assuming an employee knows ownership details.
Keep business type separate from ownership. For example, a bakery is a business type; independent is an ownership classification. This allows you to ask two different questions: how many local businesses are present, and what kinds of services or shops can residents find? It also makes the results easier to interpret when a street has a mix of retail and non-retail uses.
Recording Vacancies, Services, and Change
Vacant premises should not be counted as businesses. Record them in a separate field or tally so that an empty unit does not disappear from the picture. If you note a vacancy, describe what you observed on the survey date rather than making assumptions about how long it has been empty or why it closed. A temporary closure, renovation, or seasonal business may need a separate note.
You can also record services such as repair shops, hairdressers, cafes, or community facilities if they matter to your research question. Define the scope consistently. A food-only survey and a survey of all street-level premises answer different questions, so label the results accordingly. If you revisit the route, use the same boundary and categories where possible, and note any changes to the method. That way, a later difference is less likely to reflect a change in counting rules rather than a change in the town.
Interpreting Results Without Overclaiming
Start by reporting straightforward totals: how many premises were assessed, how many were active businesses, how many were vacant, and how many could not be classified. If you calculate a share, say exactly what it is a share of. For example, the percentage of classified businesses that were independent is different from the percentage of all premises, because the latter may include vacant units and uncertain cases.
A high proportion of chain businesses may support the observation that a particular surveyed area has a less varied ownership mix. It does not, on its own, prove why the mix developed, whether residents prefer it, or whether the town as a whole is losing its identity. The route may omit side streets, markets, or specialist areas. The timing may also matter: a weekday survey could miss a weekend market, and seasonal trading can alter what is open.
Include a short limitations note with any published findings. Mention the route, date, number of premises, categories, and unresolved classifications. If the survey is intended to inform local discussion, pair the count with other evidence such as residents’ views, accessibility observations, or a map of services. Keep those findings distinct rather than treating a shop count as a substitute for public opinion.
Common Problems and Practical Safeguards
- Changing the route midway: set the boundary before starting and record any unavoidable detour.
- Guessing ownership: use an uncertain category when evidence is insufficient, and explain the classification rule.
- Mixing premises and businesses: decide how to count a building with several units, a market stall, or one business with multiple entrances.
- Counting closed doors inconsistently: record what is visible on the survey date and note temporary closures separately if known.
- Publishing unnecessary personal details: focus on businesses and premises, not individual staff or customers. Avoid collecting personal data unless it is genuinely needed and you have a suitable reason and process.
For an accessible survey, make the form readable, allow enough time for the route, and offer a way to participate without walking the whole area. A map-based review or a second person taking notes can help. When surveying in public, be considerate, do not obstruct entrances, and follow any site-specific rules. The task is observation, not investigation: there is no need to photograph people or enter private areas.
Frequently Asked Questions
What does a clone town survey look for?
It records the mix of businesses in a defined town-centre area, often focusing on whether businesses are independent or part of chains. The exact categories depend on the survey method, so the boundary and definitions should be stated.
Is there an official clone town survey score?
There is not one universally used scoring rule for every survey called a clone town survey. Published projects may use their own sampling and classification methods. For a local audit, report your counts and rules rather than presenting a homemade score as an official classification.
How many shops should I survey?
There is no single correct number for every purpose. Survey all premises on a clearly defined route if that is manageable, or select a consistent sample and explain how it was chosen. Do not compare different-sized samples without giving their totals and boundaries.
Does a franchise count as an independent business?
It depends on the definition you choose. A franchise may be locally operated but use a shared brand and business model. Record it separately when possible, then explain whether your analysis groups it with chains or independent businesses.
Can I use the template for a school or community project?
Yes. Set a manageable route, agree the categories with participants, and avoid collecting unnecessary personal information. For a project involving children or a site with specific participation rules, follow the relevant school or organiser’s safeguarding and permission procedures.
Using the Findings Well
A useful clone town survey is transparent about what was counted and modest about what the results mean. Use the form to create a clear snapshot, retain notes that explain uncertain cases, and share the method alongside any summary. That makes it easier for another group to repeat the walk, compare like with like, or build a broader discussion about the future of the local high street.