Contact:
  • Communications & Marketing
  • Address:

    Communications & Marketing, Guildhall, Bath, BA1 5AW

  • E-mail:
    communications_marketing@bathnes.gov.uk
  • Telephone:
    01225 477495
  • Fax:
    n/a
  • Minicom:
    n/a
  • Page Updated:
    22/11/2008
  • Author:
    Communications & Marketing
A to Z Index
My Area...


Subscribe to Inform news icon

and get local news for free.

Market Research

Communications & Marketing

Overview

Central government requires councils to survey their customers through using market research techniques.  Market research is a way of finding out what people (customers) believe, think, need or want.  Bath & North East Somerset Council carries out market research:

  • To test or try out new products or services  
  • To assess customer needs (e.g. is there a need for a swimming pool in Midsomer Norton?)
  • To monitor customer satisfaction (e.g. are residents happy or unhappy with the street cleaning in their area)
  • To discover customer awareness levels (e.g. Do residents know that libraries have a 24 hour renewals service?)
  • To discover and monitor customer attitudes (e.g. What are residents opinions about ‘X’)
  • To monitor staff satisfaction and morale

Market Research and Consultation

Market research is one way that we consult with our stakeholders.  Market Research is more systematic than traditional open forms of consultation.   'Open' or 'Inclusive' consultations invite contributions from everyone, but are not participated in by everyone.  Market research helps ensure that the information that we collect is more representative.

Two explanations based on dictionary definitions help to clarify the difference:

  • Consult: ask advice from; refer to for information; have regard for (opinions, feelings, etc)
  • Research: systematic investigation to establish facts or collect information

Research can include either statistically robust sample samples (quantitative) or the search for understanding opinions and attitudes by other means (qualitative).  Quantitative research can be undertaken to accurately gauge satisfaction levels, and levels of agreement.

Methods

A number of different methods are used, depending on the objectives of the research.  These methods include one-off and regular surveying (on-street surveys, exit surveys, postal surveys, telephone surveys, electronic surveys), mystery shopping of reception points, focus groups, depth interviews and analysis of other performance and user data (for example footfall figures in libraries).