Creating Clarity with Residents’ Survey: A Case Study

Westco successfully delivered a comprehensive residents survey and focus groups project for a Council, focusing on communications. The project aimed to gather valuable insights from residents to inform future communication strategies and improve public services.

When a local council needed a comprehensive view of resident opinions to shape future communication strategies and improve public services, they turned to Westco. We have a proven track record of delivering high-quality research projects for our clients. With a clear focus on delivering actionable insights, we designed and executed a project to connect the council with the community, capturing valuable feedback through a multi-channel residents survey and targeted focus groups.

Our deliverables

Our approach combined a representative survey and focus groups, providing both quantitative and qualitative insights:

• A multi-channel survey of 1,000+ residents
• 8-10 focus groups with residents and stakeholders
• Detailed reporting, analysis, and presentation of results
• Data science recommendations of how to get more out of the analysis.

Strategic design for clear, inclusive data

The project involved designing, implementing, and analysing an annual survey to capture residents' opinions on various aspects of the council's services. To gather insights that were truly a representative sample of the population, we built a robust, mixed-method survey designed to reflect a diverse resident base. We worked closely with council stakeholders to ensure our questions covered every necessary topic in order to gather accurate and actionable data.. Through online questionnaires, telephone interviews, and face-to-face interactions, we reached a broad audience to provide an inclusive, representative data set.

Quality assurance

Our experienced team included research directors, data analysts, and communication specialists with expertise in survey design, data analysis, and public sector comms. Westco’s commitment to quality was evident throughout the project lifecycle, with key steps ensuring the successful delivery of the project:

• Robust methodology: The survey questions were carefully crafted to elicit meaningful responses, and pilot testing was conducted to refine the questionnaire.
• Stakeholder engagement: Throughout the project, we engaged directly with council representatives and community leaders, keeping our process transparent. By actively involving key stakeholders, we kept our work aligned with council objectives and ensured we addressed any emerging issues promptly.

Our methodology

The methodology for the Council residents' survey was designed to ensure accuracy, inclusivity, and actionable insights. The following steps were taken:

• Survey design: The survey was designed with input from key stakeholders to ensure it covered all relevant topics. Questions were crafted to be clear, concise, and unbiased, allowing residents to provide honest and meaningful responses. We pilot-tested questions with a small group of residents to ensure clarity, identify any issues, and make necessary adjustments.
• Sampling strategy: By using a stratified sampling approach, we ensured that all demographics were represented, with samples drawn from key groups based on age, gender, and location. Random samples were then drawn from each stratum to ensure diversity and inclusivity.
• Data collection methods: Multiple data collection methods were used to reach a wide audience. Online surveys were promoted through the council's website and social media channels, making it easy for residents to participate. Telephone interviews were conducted to reach residents who may not have access to the internet, and face-to-face interactions were held at community events to engage with residents in person.
• Data validation and quality control: Quality control measures were implemented throughout the data collection process to ensure accuracy and reliability. We regularly monitored data collection and survey completion rates, flagging any inconsistencies or discrepancies promptly and validating responses to maintain data integrity.
• In-depth analysis and reporting: We didn’t just gather data; we turned it into actionable insights. Using advanced statistical techniques, we identified key trends and priority areas for improvement and then delivered our findings in an accessible, visually engaging report.

Key outcomes: empowered communication and enhanced services

Our work and report provided data-driven insights and clear recommendations to help the council to act on resident feedback. The project successfully achieved its objectives, with the survey results informing the council's communication strategies, leading to improved public engagement and service delivery. Key outcomes included:

• Tailored communication strategies: With a deeper understanding of resident preferences, the Council is better able to tailor its communication campaigns to meet residents’ needs, resulting in more effective and targeted campaigns building better engagement and trust.
• Improved public services: By pinpointing areas needing improvement, the survey results helped the council address community needs, boosting resident satisfaction.
• Increased resident engagement: Our inclusive data collection approach amplified diverse resident voices, fostering a stronger sense of community involvement in council decision-making processes.

Proven methodology, lasting results

Westco’s expertise in delivering high-quality, impactful research was instrumental in the success of this residents' survey. Our work ensured that the council gained the insights needed to shape their communication strategies and improve public services. Through our experienced team and commitment to quality, we empowered the council to better serve their community – an approach we’re ready to bring to future projects with other clients.