Housing

Innovative research into housing strategies

Our innovative and creative research solutions help clients address the important challenges they face in the years ahead. In addition to traditional tenants surveys that we carry out for a range of social and private sector landlords, our research covers some of the most important issues facing the sector: sustainability, mobility in social housing and the effective implementation of the strategic housing function in local authorities (see below).

Stephen Finlay, the new head of our Housing Research Unit, comments: "There has never been a more exciting time to be involved in housing research, and our aim is for the housing team at Ipsos MORI to be recognised as leaders in the field. Housing research is a crucial and growing part of our business, and our division is structured to reflect the recent changes that have taken place in the sector."

We have undertaken research ranging from one-to-one depth interviews to nation-wide quantitative studies for major organisations:

• We are working with the Chartered Institute of Housing to explore the local authority strategic housing function on behalf of the IDeA (the Improvement and Development Agency). The research forms part of their wider programme to help local authorities develop the skills and expertise to implement the function more effectively. The early stages of the research involve focus groups with senior housing professionals and a survey of local authority housing directors, focusing in particular on barriers and skills gaps.
• Social Housing Mobility: Communities and Local Government (CLG) commissioned us to carry out qualitative research with social housing tenants on their attitudes and aspirations towards moving home, either within the social housing sector, or to different tenures. The project involved group discussions and depth interviews with five groups of social housing tenants, focusing on those actively seeking work, disabled people, lone parents, empty nesters and pensioners. The research explored the types of incentives that would encourage people to move, what support they would look for if they were to move, what moves would be realistic, and what barriers there are to moving.
• Housing Information Packs (HIP) Baseline Study: we are currently undertaking a major piece of work for the CLG examining the effectiveness of HIPs. We are interviewing buyers, sellers, solicitors and estate agents, as well as industry representatives who are 'early adopters' of HIPs. The research also involves focus groups with members of the public who have recently bought or sold a property.
• In 2006 the Greater London Authority and London Councils commissioned us to consult with London's key housing stakeholders to inform the shape and nature of the consultation and engagement structures being set up by the Mayor as a result of the transfer of housing strategy and investment powers. The project used a combination of in-depth (telephone and face-to-face) interviews, an online survey and discussion group to consult with a wide range of stakeholders, presenting suggestions for the arrangement and function of proposed new structures.
• In 2006, the Sponge Sustainability Network (funded by DEFRA) commissioned us to undertake research to explore the desirability of sustainable homes to home owners, and understand what can be done to drive demand. The research took the form of a quantitative telephone survey of 500 home-owners and four discussion groups. Eco Chic or Eco Geek?
• Housing Corporation - we have twice (2003 and 2006) undertaken in-depth research among senior stakeholders about the Housing Corporation's range and effectiveness, including chief executives, senior civil servants and permanent secretaries, editors in the trade and national press and the heads of bodies like the Audit Commission, English Partnerships and the CRE, in order to understand fully the context in which they are working and how a range of different organisations perceive them. Stakeholder Perception Survey: December 2006
• Stakeholder Perceptions of the Audit Commission's Housing Inspectorate (2007). In our 2005 stakeholder audit for the Audit Commission, we found that stakeholders in the housing sector were less satisfied than those in other sectors. In order to explore how, if at all, perceptions have changed over the past two years, we conducted a follow-up study consisting of a telephone survey of 100 housing stakeholders (mainly from local authorities and housing associations) followed by ten  in-depth interviews with key people in the housing sector.

We are the leading provider of research for local government and have long-term working relationships with over 200 local authorities. Similarly, we work extensively in community regeneration and planning, monitoring and improving the effectiveness of regeneration projects and programmes at a local, regional and national level.

Many of our clients attest to our in-depth knowledge and expertise:

"Expertise of the staff handling the project was fantastic. Always friendly and approachable in dealing with any issues we had. Also the overall resilience they had in completing our very diverse and specific survey needs."

"Strength of in-depth knowledge of social housing enabling us to take advantage of other survey results and compare like with like."

"Highly professional and clearly know the field in which they work. They met deadlines perfectly. They have a very good understanding of the key drivers in the housing sector and their advice was valued."