Westfield Milan wanted to understand the role, style and appeal of regional foods, food brands, restaurant chains and International chains within the Italian market. They also wanted to pinpoint the key times of day when Italian consumers use food & dining outlets.
To really get to the heart of the issues we used a multi-method qualitative approach incorporating an online community, ethnographic depths 6 x 2 hr focus groups, Insight To Action Workshop plus a Trend Walk around the culinary highlights of Milan.
This combined approach allowed us to truly understand the city’s food culture and the expectations that Milanese consumers would have of the Westfield offer.
We used our Insight To Action debrief workshop to develop a range of specific actions that Westfield Milan could take to ensure that their food and beverage offer was as appealing as possible. These actions ranged from broad contextual and cultural advice to specific actions for leasing and marketing
L&Q is a charitable housing association and one of the UK’s most successful independent social businesses. Beginning in 1963 as the Quadrant Housing Association, it was born out of a growing social consciousness around housing and homelessness. This consciousness remains a core part of the business, with L&Q aiming to provide quality, affordable homes for the most vulnerable in society.
It is now the largest landlord in Greater London, owning or managing over 92,000 homes, primarily in London and the South East. In December 2016 L&Q merged with the East Thames Housing Group and in February 2017, L&Q completed a deal to buy the private land company Gallagher Estates. They have plans to build 100,000 new homes over the next ten years.
With organisational changes embedded, L&Q’s priorities are to invest in its existing homes, transform customer service and build more homes to tackle the national housing crisis. Its geographic expansion, moving beyond London and the South East, is currently focused on Essex, Milton Keynes, Bedfordshire, Warwickshire and the North West. L&Q sought out stakeholder research to:
- Understand perception of L&Q, its business strategy and broader social purpose
- Understand wider perceptions of housing associations and where L&Q fits in the sector
- Explore attitudes towards L&Q’s future priorities
- Address perceptions of its growth plans, as well as the company’s wider reputation
- Investigate stakeholder attitude towards L&Q’s communication
Populus interviewed 55 stakeholders via telephone between February and April 2019. Stakeholders came from a range of backgrounds and included representatives from central, regional and local government, London MPs and L&Q’s own joint venture partners and investors.
Interviews were in-depth conversations that lasted around 20 minutes and provided L&Q with a rich and detailed understanding of what its key stakeholders think, as well as giving the company an insight into how best to engage with these stakeholders based on their immediate priorities.
L&Q Assistant Director of Communications, Gavin Jefferies says about the research:
“Populus got to grips with our brief really quickly. Their approach – to conduct more in-depth, qualitative interviews – meant that we gained real insights into what stakeholders think of L&Q and why. The research is now helping to shape our future approach to stakeholder communications and engagement.”
The British Property Federation (BPF) is the voice of the UK property sector and must communicate the sector’s impact on the UK’s social and economic wellbeing, ensuring that stakeholders who influence government policies understand the implications their decisions have on the UK property sector.
The BPF commissioned Populus to undertake its inaugural sector reputation audit, to understand what various stakeholders understand about it to create an optimised communications strategy and ensure its voice is heard by critical decision-makers.
Populus took a “two pronged” approach:
- Research with senior stakeholders who have direct impact on decision making, including in-depth interviews with MPs, journalists, City Leaders and NGOs and a suvey of MPs;
- General public research (those with indirect impact), by survey and focus groups.
- Overall favourability compared to other sectors
- Understanding of the sector