Abstract:

Over the past year, MORI Social Research Institute has been working closely with the Neighbourhood Renewal Unit (part of the Office of the Deputy Prime Minister) and the Office of National Statistics to help develop a better understanding of the information needs of those who use local area statistics. This paper describes, through a case study taken from this research, how the research was undertaken and shows how the application of traditional consumer marketing research techniques can be successfully harnessed in the public sector. It also discuses the implications for research commissioners and agencies of such an approach, urging them to challenge traditional methods and, think more like a consultant.