Case study: Urban&Civic

Consulting with new homeowners on the unique Houlton development

The challenge

Houlton is a large housing development in the Borough of Rugby, Warwickshire on the site of the former Rugby Radio Station. It is a unique urban extension which will eventually comprise 6,200 homes, three primary schools, and a secondary school and other amenities all created in the verdant Warwickshire countryside. Set within 1,200 acres of beautiful open space, this is an unspoiled, super-connected place with a rich history and an exciting future.

As the first homes were being released, the client was seeking to understand from those in the local area what their awareness and attitudes were to the site and to explore potential aspirations for becoming part of this community. The scheme is supported by a range of housing builders including Davidsons Homes, Crest Nicholson and Morris Homes – each with their own distinctive style of construction and customer service that also needed to taken into account.

The solution

We convened a series of large focus group discussions, onsite with local residents. With around 15 participants in each session, these were much larger than a typical focus group and required a more focused approach to ensuring each participant could contribute sufficiently and that the sessions were still undertaken in an orderly and insightful manner. Larger groups were recommended as this then allowed us to ensure that we were consulting with different types of owners across the different house builders on the scheme.

A number of projective techniques were utilised to provide additional feedback and keep the sessions lively and engaging. Participants were asked to evaluate the range of marketing material developed for the scheme, including outdoor advertising, print and other forms of community engagement. The feedback from residents was extremely positive regarding the structure of the evenings and the derived insights and recommendations were very well received by the Urban&Civic stakeholders involved.

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Having thrown them a curve ball regarding the number of participants and format, the guys were slick and adaptive to deliver us an excellent piece of research that responded to all of our research objectives. We have taken the digestible outputs and shared across the business and are using the findings in our tactical marketing plans.

Having thrown them a curve ball regarding the number of participants and format, the guys were slick and adaptive to deliver us an excellent piece of research that responded to all of our research objectives. We have taken the digestible outputs and shared across the business and are using the findings in our tactical marketing plans.

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We’d love to bounce some ideas around with you

Either get in touch with us below or have a further browse of our website to discover how we can solve your business conundrums.

We’d love to bounce some ideas around with you

Either get in touch with us below or have a further browse or have a further browse of our website to discover how we can solve your business conundrums.

Eureka! Research

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