bdrc hackney online panel case study - laria 2015
TRANSCRIPT
Hackney Matters:
Driving our online panel forward
Florence Obinna, London Borough of Hackney
Jacqui Banerjee, BDRC Continental
Chris Bristow, Reward Your World
Jacqui has worked in research for over 20 years. After moving from MORI to BDRC Continental she has worked with public sector clients for over 10 years and currently heads the public sector team.
Who we are
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Chris has worked in technology for over 30 years, initially in publishing and most recently in user engagement.
Florence has worked in local government for over 10 years, with roles in consultation, communications and research.
A quick tour of the London Borough of Hackney
Quality of life,
safety and
cohesion
Budget
Cuts
Socio-economically diverse
Deprivation
Improved quality of life measures
Hackney Matters Panel
Cost-effective means of:
Tracking resident
satisfaction
Sampling frame
for focus
groups and
deliberative
discussions
Engaging cross-
section of
residents
Temperature
testing before
borough wide
consultation
• More outsourced
• Face to face recruitment and refresh
• Quarterly newsletters
Pre- Austerity Vs Post Austerity
• More done in-house
• Ongoing recruitment managed in-house
• Refreshed website to enable online recruitment
• Monthly newsletters
Our Challenges
Managing much
more in-house
Populating
annual research
forward plan
Departments
and partners
funding research
utilising the
panel
Keeping panel
interested and
engaged
Digital
exclusion
How we recruit From inception to early 2014 a traditional face to face method
• Quota controlled • Interviewers spread across the borough • Partner organisations used • Efforts made to engage with hard to reach
residents • Top ups every couple of years
In 2014 a huge step-change
The panel was opened up to allow online recruitment
Socialise
& Involve
Users register at
hackneymatters.org and
are co-registered at
BetterPoints.uk
Feedback
& Reward
Motivate
& Facilitate
Inform
& Impact
Make
Aware
How BetterPoints
works in practice
BetterPoints is the financially
backed digital currency which
powers our reward
programme
The BetterPoints behaviour
change model helps deliver
positive social outcomes
The Funnel
Engine
room
The BetterPoints Behaviour Change model
A few examples of where else Better Points has been utilised
• Reading Borough Council:
– LSTF funded transport initiative
• Reading Buses Rewards:
– Launched in September 2013
• Birmingham City Council:
– Active Parks programme
The recruitment drive Various stands of activity utilised:
Refer a friend:
£ 5 initial promotion – increased to £10 per friend referred who joins the panel 1
Hackney today front page article 2
Social media: Twitter and Facebook 3
Posters at public access points – e.g. Libraries, Council buildings 4
Landing page of Council website 5
Features across local newsletters 6
Valentine Tweets
Email and website based newsletters
Examples of our collateral
Examples of our collateral
Front page of the Council publication
Dedicated website
Initially recruited in 2008 2000
Top up 2010 120
Top up 2013 220
Online recruitment since Autumn 2014 220
Including churn the total panel size is 1522
Typically achieving a sample size of 300-350 per survey
currently c20% + response rate
34% for online recruits 16% for online recruits
How big is the panel?
The online quantitative survey process
Initial
invite
Reminders
Hackney
Matters
Brief email to current panellists outlining survey content, prize draw details and individual link to the online questionnaire
Reminder email with link and an opportunity to email new panellists (2 to 3 from agency) Phone calls phased in week 4-5 to act as an additional reminder to non-responders
Survey links incorporated into newsletters and emails to encourage further response
• Regular newsletters
• Photo shoots
• Invites to participate, not just to the panel quantitative surveys but used for qualitative focus groups too
Activities which provide ongoing recruitment activity
• Public facing events in the summer
• Face to face recruitment to ‘fill the gaps’
Ongoing activity to keep the panel engaged and refreshing
Engagement
Refresh
Fast access to panellists when
needed e.g. qualitative groups
Residents feel part of a community
Cost savings
Quick to complete (usually 100+
interviews within a few days)
Some limitations in data collection
e.g. awareness tracking
Provides comparable results to
traditional methods
If you are considering an online approach
Anything measuring online
communications
Limited in providing very
geographically focussed results
Cons Pros
Recruiting via a self selecting online method works to a certain extent:
We get a steady flow of recruits and residents respond to marketing efforts
The profile of recruits is not bad
We get a good response rate from recruits (currently)
Its minimises costs
…but, online only recruitment is probably not going to be completely sustainable:
We have the existing face to face recruits to provide a backbone to the
panel
The online recruitment will need to be filled in with complementary
recruitment to ensure the profile represents the Hackney population
• Very focussed online recruitment
• Face to face recruitment
• Using other Council resources/ databases
What have we learnt and keep on learning!
What to do if you are considering an online panel…
Concluding points
Think about what you are going to need the panel for: replacing traditional methods,
or ‘quick polls’ 1
Can you adopt a mass recruit method to get your ‘numbers’ 2
What online recruitment methods can you use – think pragmatically to keep it as
representative as possible but also cost efficient 3
What resources do you have and how are the costs organised in-house 4
How can you get buy-in from your internal clients 5
Florence Obinna, London Borough of Hackney
Jacqui Banerjee, BDRC Continental
Chris Bristow, Reward Your World
Contact us
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