A series of slides on planning research in a local authority context

1. Planning a research project
Lunchtime learning – 13 April 2016
Mark Picksley, Customer Intelligence Manager

2. The application of scientific research methods to
obtain objective information on people’s attitudes
and behaviour based usually on representative
samples of the relevant populations.
The MRS, Market Research: Guidance for Members (Sept 2001)
The systematic and objective identification, collection,
analysis and dissemination of information for the
purpose of improving decision making related to the
identification and solution of problems and
opportunities in marketing.
ESOMAR glossary, www.esomar.org (2007)
What is research?

3. Before you start
• Be clear what you want to achieve
• How will the findings make a difference to your
service?
• Is new research needed?
– Existing data - census, community profiles, other
research or consultation - check the Insight Hub
– Council records - phone calls, letters, complaints, web
statistics
• Decide how you will analyse and disseminate
your findings
• What resources do you have available?
• Is the scale and cost of the research in proportion
to the cost of the service being delivered?

4. Our research and consultation standards
• Provide, at appropriate locations, basic information about services
and advice on where to get more information. This will be
supplemented where necessary to assist participation in research
or consultation.
• Be clear about the purpose of, and timetable for, research and
consultation.
• Explain why we are undertaking the research or consultation
project and how we intend to use the results.
• Actively listen to the views of the community and stakeholders
fully before decisions are made.
• Show evidence of involving the hard to reach groups and listen to
their concerns.
• Use appropriate techniques to ensure that the project is
meaningful.
• Provide feedback to the community on what they have told us
during the research or consultation and the effect the results have
had on our decisions.
• Share information with other relevant departments and partners
to ensure maximum impact of the views of local people on
services.
• Evaluate our research and consultation exercises to test whether
the standards have been met.

5. Have clear objectives
• Are you trying to:
– give people a chance to have their say
– boost involvement
– boost understanding
– get an accurate measure of local views
• Difficult to do all using the same exercise – a
combination of approaches is needed
• Each approach has strengths and weaknesses

6. Qualitative or quantitative?
Qual approaches Representative research
Seek information or
advice from…
Seek to find
new facts…
•Understanding
•Involving
•Not statistically reliable
•Hear from smaller sub-
groups
•Rigorous sampling
•Measure performance
•Analysis by sub-groups
•Benchmark results

7. Quantitative methodologies

8. • Cheap and easy to produce
• large number of people can be
invited to take part
• can ask sensitive questions (e.g.
in staff survey)
Postal and self-completion research
• low response rates are common
• Biased/ self-selecting - more
“interested” are most likely to take
part
• poor qualitative information
• less sophisticated questions
• Issues with routing and
instructions
• people may need help filling them
in (e.g. literacy/language)
• Not representative and high
weighting required
E.g. STAR survey of tenants

9. • quick
• can control who responds
• can control order of
questionnaire
Telephone research
• needs to be kept short
• removes visual prompts
• excludes people with no phone, or
only mobile
• geographical precision -
particularly in local areas
E.g. Business survey, survey of Council Tax payers

10. • in-home does not exclude any
groups…
in theory
• generally good response rates
• most statistically representative
• can use
– visual aids
– complex questions
Face to face research
• expensive
• takes time
• may not be right for some
audiences - e.g. senior managers
with little time on their hands
E.g. Residents’ survey, on-street surveys

11. • Fast
• Flexible
• Allows complex routing
• No interviewer bias
• Convenient for respondents
• Hard to reach target groups
• Sensitive subjects
• Real time reporting
• Detailed verbatims
• Cost effective
Web-based research
• excludes people not on internet
(older, lower social class) therefore
not representative
• need for technological support
• Can require good quality email lists
E.g. Staff survey

12. Qualitative methodologies

13. Qualitative research methods
Methods
Ethnography
Focus Groups
Mini-
groups
Depths
Deliberative
Workshops
Paired Depths
Citizens
Juries
Pre/post-tasking
material
Family
groups
Triads
While most qual is best face to face, it usually can also be conducted online or via phone
Observation

14. When to use particular methods
Who is it good for? And what sort
of topics?
How long will it last?
Depth Professionals, minority groups,
sensitive topics
Up to 1 hr, usually shorter on
phone
Paired depth or triad Minority groups, young people,
learning disabled, where you are
investigating relationships
Up to 1.5 hrs, not usually suited
to phone or online
Focus group General public, less complex issues 1.5 hrs
Deliberative workshop General public, complex issues Up to 1 day, usually about 3 hrs
Rolling groups On the day recruitment, open house
events. Less complex
At least 3 hours, with
participation for 15 mins
Mini group Minority groups, busy people 1 hour
Ethnography,
observation,
accompaniment
Anyone, where you want to
understand behaviours
Variable in length, could be days

15. Who to commission?
• What are your skills and resources?
• What level of service do you require?
• Can the community be involved?

16. Our Market Research Interviewers
• Around 30 members of staff on a casual
contract
• Trained in market research skills
• Able to do interviews and surveys, data
capture, data entry, note taking and
transcription, consultation and
engagement
• Paid at London living wage (currently
£9.40ph)
• Booked through Policy and
Communications

17. • Clearly state aims and objectives
• Check the Insight Hub to see if any
related work has already been
carried out
• Understand the target population
• Make sure questionnaires, topic
guides or materials are well designed
• Put accurate processes in place to
process the findings and information
• Put processes in place to share
information to ensure maximum
impact of the findings on services
Effective research checklist