Market research and consultation

Market research is one of the tools the council uses to get your opinions and perceptions on a variety of issues affecting life in the city. Market research is very useful in providing statistically robust data about how people feel, but without the unbearable cost of consulting every person in the population.

Usually there is a specific audience population that the market research is aimed at. This could be: all residents, employers, visitors, users of a specific service, non-users of a service etc. The types of market research we usually carry out in Southampton include postal surveys, face to face interviews, telephone interviews and focus groups (where a number of people discuss a subject in detail).

Most of our market research uses random or quota sampling techniques on order to ensure we achieve representative samples (i.e. the respondents to the market research hold the same views, in the same proportions to the total population that we are studying).

The consultation pages can be accessed to the right and include the latest consultation and past results.

For more information on Market Research in Southampton City Council please contact:

Dennis Gamblin on 023 8083 4637 or email statistics@southampton.gov.uk

Market research results

This section gives you access to the results of recent market research carried out across Southampton