“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.”
Gavin Jefferies, L&Q Assistant Director of Communications
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.
With organisational changes embedded, L&Q’s priorities are to invest in its existing homes, transofrm customer service and build more homes to tack the national housing crisis. Its geographic expansions, moving beyond London and the South East, is currently focused in Essex, Milton Keynes, Bedfordshire, Warwickshire and the North West.
L&Q sought out stakeholder research to:
- Understand perceptions 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 attitudes towards L&Q’s communication
What we did
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.
The research Populus conducted meant L&Q gained real insights into what stakeholders thought of their brand and why. The results are now helping to shape L&Q’s future approach to stakeholder communications and engagement.
Find out more about the property, planning and development research we do here.