How research can improve local government
Councils are responsible for delivering a wide range of services that affect how we all live, work and play. From ensuring everyone has access to transport and housing, to master planning public realm and shaping neighbourhoods, councils are constantly making important place-shaping decisions to improve their communities.
Research can provide valuable insights to inform decision making. But not all research is equal. Poorly executed surveys can lead to implementation of initiatives, plans or policies that are not fit-for-purpose. Conversely, good quantitative research can provide valuable insights that enable councils to make well-informed, data-driven decisions regarding their current or future projects and initiatives, that benefits their community and ratepayers.
Research can be expensive and labour-intensive to undertake. For example, the cost of quantitative research via surveys can be high due to the need to have large representative sample sizes, the design and distribution of survey instruments, and the processing and analysis of large datasets. Additionally, the time required to plan and design surveys, collect responses, and derive actionable insights can strain limited internal resources.
Finding cost-effective methods for conducting quantitative research is essential for councils aiming to achieve optimal results from research efforts while staying within budget constraints.
Here are some tips on how councils can optimise their quantitative research:
Identify the purpose
Define the problem/issue
The first step in any research process is to clearly define the problem or issue at hand. In doing so, the exact purpose of the survey can be defined, and no time is wasted on inefficient data collection practices. Whether it’s understanding community satisfaction with public services, evaluating the impact of a new policy, or gauging community sentiment toward a proposed initiative, a well-defined problem sets the stage for effective research.
Determine who is impacted
Understanding who is most affected by the issue is crucial for sample selection. Precisely identifying the demographic groups, communities, or stakeholders that are directly impacted helps in understanding the broader context of the issue and ensures that the research captures relevant perspectives and experiences. This results in more comprehensive and balanced insights that reflect the sentiments of the entire target population.
Undertake desktop research
Prior to the design and implementation of a survey, thorough desktop research must first be undertaken. This involves reviewing existing data, reports, and studies related to the research topic / issue. Desktop research helps in refining the research problem, identifying current gaps in knowledge, and building on previous findings. It can also inform the development of survey questions and the overall research design.
Determine sample size
Determining the appropriate sample size is critical in garnering reliable survey results. The target sample size should be large enough to ensure a representative sample that is statistically significant, but also feasible within budget and time constraints. Considerations include the total population size and the expected response rate.
Survey design and implementation
Define target demographics
Accurately defining target demographics is a critical step in the survey design and implementation process and is informed by the initial stakeholder mapping and desktop research undertaken in the pre-design phase. Following this, the design and methodology can be tailored to the target groups to accurately capture their perspectives. A clear understanding of the target demographic helps in designing surveys that are both relevant and accessible to the intended audience.
Establish timeframes
Establishing a realistic timeline is crucial for the successful execution of a survey. This involves planning each stage of the survey process, from initial design and testing to data collection and analysis. Timeframes should allow sufficient time to gather data, especially if targeting groups that are considered difficult to engage. Short timeframes may require additional resources or the adoption of a more streamlined methodology, and these factors need to be considered from the outset.
Incentivise
Incentives can play a significant role in achieving desired survey response rates and ensuring a representative sample. Project teams need to carefully balance the benefits of incentivisation with budget limitations. Common incentivisation methods include gift cards or entry into prize draws in exchange for participation. The choice of incentive should be appropriate for the commissioning organisation, the target demographic and the significance of the issue being researched.
Resource
The importance of the research topic or issue plays a crucial role in shaping the survey’s scope and urgency. Understanding the significance of the issue helps in determining the resources required to conduct the research in the most effective way, ensuring that the conclusions drawn from the survey address the most critical aspects of the issue.
By carefully considering these factors during the planning, design, and implementation phases, efficient and effective quantitative research that yields valuable insights can be conducted while adhering to budget and time constraints
Survey format
Selecting the appropriate survey format is essential to achieve target response rates and ensure that the data is high quality. The survey format will be informed through the earlier planning stage and should be appropriate to the target demographic. This will result in a higher response rate and better data to inform decision making. The most common formats for surveys include:
- Online surveys: These are cost-effective and can reach wide audiences in short amounts of time. They are suitable for populations who are capable of comprehensive use of technology but may exclude demographics that lack digital literacy or access to the internet. Many councils have existing online survey capabilities within their online platforms, however there are other options available depending on the requirement of the individual survey.
- Pen-and-paper surveys: Often used to supplement online surveys, these are useful for reaching populations less comfortable with digital platforms or in areas with poor internet access, although they can be more time-consuming and expensive to distribute and analyse.
- Field surveys: These involve face-to-face interactions through forums such as community listening posts in public locations such as libraries, council premises, community facilities or shopping centres. They also provide opportunities to gather more in-depth responses and clarify questions. However, they require more resources and coordination and are more time to organise, promote and deliver.
Drive participation
Engaging respondents is crucial for achieving a representative sample and a statistically significant response rates. Various methods can be employed to encourage participation in the research:
- Using existing networks and databases: Leveraging established community communication channels or an existing database is one of the most efficient ways to streamline respondent recruitment.
- Leveraging existing events: Conducting surveys at community, cultural or sporting events can increase visibility and participation.
- Sharing through community leaders: Engaging community leaders or representatives to promote the survey through their established channels and networks can enhance trust and rapport, providing a personal touch to the project.
Through implementing diverse methods for survey distribution and respondent engagement, project teams can effectively recruit participants and gather meaningful data to inform decision-making.
Connect with us
If you require expertise to support your quantitative research capability, Phillips Group’s in-house Research and Insights team are ready to help. Please contact Managing Director and Group Executive Director Government, Helen Hutchings.
