eDigitalResearch and the Authorities Reach Finals of Market Research Society Public Policy and Social Research Award

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This week eDigitalResearch and the authorities were announced the 2011 finalists of the Market Research Society Public Policy and Social Research Award for the insight provided into the new joint council initiative earlier this year.

The authorities are the London Borough of Hammersmith and Fulham, the Royal Borough of Kensington and Chelsea and Westminster City Council. Working with them eDigitalResearch provided the market research support to help all three councils run a joint staff survey to investigate the degree to which services could be provided by a joint team, rather than separately, in an effort to reduce costs in the wake of government spending cuts.

As part of a robust study into the principles of joint working through an arrangement, eDigitalResearch tackled the sensitivities of a secure, joint staff survey, helping to better understand cultures and test ideas across all three organisations. The impressive response rate provided leaders with the confidence to make changes, whilst access to eDigitalResearch’s HUB analysis tool allowed professionals immediate access to data and drill down to key issues both overall and across individual organisations.

The survey, thought to be a first of its kind within the public sector, formed the second crucial stage in the testing and experimenting with cost saving ideas and completed the market research stage of the programme. Other stages included resident surveys and consultations.
The award aims to highlight the impact research has had on decision making on public policy within the social arena. The initial findings from the research are already being implemented and will save the tax payer at least £33 million over three years.

Neil Wholey, Head of Research and Customer Insight at Westminster City Council, said, “We knew that a joint staff survey across three separate organisations would be a challenge. By working with eDigitalResearch we ensured that all staff trusted the confidentiality of the findings as well as delivering a survey that worked across three different IT systems. Their professional approach helped us establish the validity of the approach among staff”.

Derek Eccleston, Head of Research at eDigitalResearch, comments, “During a time when budgets are being slashed throughout the public sector, our work with the Authorities show not only how councils can work together to save money, but also how using online market research can significantly help to reduce costs. We are absolutely delighted to be recognised by the Market Research Society for our work in the public sector and hope we will be able to help other organisations in the social arena to reduce their costs with the help of our online methodologies”.

For more information please contact Lisa Bonczyk on lisa(dot)b(at)edigitalresearch(dot)com or call 01489 772920.

About eDigitalResearch

eDigitalResearch are research specialists with expertise in online business. When you have to make critical business decisions – we can give you the precise multichannel insight and informed direction you need. Surveys, panels and communities combine to provide holistic insight which gives clients the confidence and evidence to make crucial decisions on product range, marketing, customer service, supply chain and even basic positioning. For more information please visit http://www.edigitalresearch.com or email info(at)edigitalresearch(dot)com

About Authorities

The project is an ambitious programme to share services and functions between three of the most successful local authorities in the UK; the London Borough of Hammersmith and Fulham, the Royal Borough of Kensington and Chelsea and Westminster City Council. The authorities are reviewing every aspect of their work to identify areas where joint working or shared services will deliver greater efficiencies, improve services and provide better value for money for local taxpayers. It is one of the most radical programmes of local government reform currently being undertaken. The three authorities have identified £33 million of savings that are currently being implemented.


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Lisa Bonczyk
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