Launceston shoppers are set to be surveyed to give the council an insight into the motivations behind retail activity in the city.
City of Launceston council has commissioned a study into the retail sector with expert and University of Tasmania marketing lecturer Dr Louise Grimmer.
Businesses and key stakeholders will also be surveyed.
Dr Grimmer said the project, Shopping in the City, aimed to examine why people choose to shop in Launceston, and some of the factors that prevent them from doing so.
"The project also seeks to gather information about improvements that could be made to the overall retailing and shopping experience in the CBD," she said.
"The findings of this study will have benefits for both local retailers and residents of Launceston."
Dr Grimmer said retailing was an essential social, economic and cultural activity that gave a significant contribution to local economies.
City of Launceston mayor Albert van Zetten said there was a great deal of evidence that Launceston had been impacted by factors such as internet shopping.
"Hopefully through this study we can gain a greater insight using an evidence-based approach ... rather than uninformed conjecture," he said.
It is unknown how much the study is costing, or if similar studies have been done previously.
Copies of industry-specific surveys will be delivered to CBD businesses over the coming days.
A public shopper survey is available on the council's Your Voice Your Launceston website.