© MORI 2005. Not to be used, reproduced or shown to any third party without the prior written permission of MORI

Social research as a business

Carole Lehman

Head of Transport Research, MORI

3 November 2005

2

Why research?

WHY Provides evidence for VFM studies, policyInformation on what people think/ indication on performanceCustomer satisfactionEvaluation of new schemes

WHENBefore formulating policy - helps with development stageEvaluating new scheme/policy

3

Ladder of involvement

Ladder of involvement

Supporting

Acting together

Deciding together

Consulting

Informing

Web link www.partnerships.org.ukThe original Arnstein model

4

Ladder of involvement – problems

Problems – not a straight progression – not a choice between one or the other– over-simplifies complex systems/relations

BUT does help highlight that there’s not just one approach

– need range

5

But it is not all good newsWhy consult?

6

32%

39%

40%

41%

52%

55%

62%

81%

-33%

-33%

-27%

-26%

-19%

-24%

-11%

-6%

Base: All respondents (1545)

Opinion surveys

% Support

Local referendum

Residents groups

Neighbourhood Forums

% Oppose

Ward Advisor Board

Elections for Mayor

Council meeting

Ward committee

…because people want to be consulted

7

0%

29%

21%

23%

11%

69%

38%

37%

29%

Base: 1016 Dover residents

Keep you informed

Q Which are the most important for local District Councillors to do?

Support the local community

Deal with complaints

Listen to the views of local people

Attend local Council meetings

Represent local Council meetings

Attend open meetings with local residents

Hold surgeries for people with problems

Don’t know

…because people want to be consulted

8

New Deal for Communities

Examples from NDC Evaluation – largest effort to involve community in regeneration programme

Focus groups and surveys in every NDC

People want range of methods – surveys, focus groups, workshops, juries, video projects etc

But mostly people want someone to come to them:

“It would be good to go round to each individual home and ask people what improvements they would like to make”

“If only they didn’t bombard us with so much paper and actually sent people out to talk to us”

9

Benefits of consultation

Identifies/confirms priorities – and legitimises action

The more you speak to people like us the more you hear about our say, then the more that can be done to improve where we live

Way of informing people – building brand?

We found out more from coming to this (workshop) – there should be more of these discussions

Encouraging ownership – start of more participation?

When you own a decision, you’re part of it and sort of become more pro-active on what is happening

Raises expectations – for other aspects of life?

10

But need to see action…

Consultation fatigue a real problem

“They need to stop talking about things and actually do them. People are sick of seeing these leaflets and being invited here, there and everywhere, they want to see some action”

“They’ve given us so much crap over the years promising this, that and the other and delivering us nothing, so everybody’s now convinced that these people just want to do everything that suits themselves”

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Have Clear Objectives

What do you need to do?

What are you using it for?

– (be seen to) give people a chance to have an input?

– get an accurate measure of local views?

– to see how area is changing/what impact you are having?

– find out what people think when they have relevant info?

– boost understanding?

– boost involvement?

Each is valid - but can’t do all at once?

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The Research Process

Objectives

What? Why?How?

Planning (1)

Methodology

Sample size/sampling

Audience

Planning (2)

Questionnaire design

Piloting questionnaire

Reporting

Communicating results

Presenting data

Analysis

Weighting

Type/level of analysis

Fieldwork

Data collection– data

processing

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Planning the research process

Is this research needed - why?

What do I want to achieve? What are the objectives of the study?

Do I need reliable, measurable results or am I gathering reactions/ need input into an issue?

What methodology would be best?

What is the time frame for the project? What is the budget?

Can this research be done in-house or will I need expert help?

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Controlling dissemination?

MORI survey says…

“reported offending levels among mainstream and excluded pupils have not changed significantly since 1999”

The Sun says…

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Controlling dissemination?

Our survey says…

“the number of school pupils who are not punished after being caught for an offence has fallen since 2001”

The Daily Mail says…