When Mercedes sell a new car they target their advertising at those most likely to buy it.
When Obama’s campaign team looks for support they target messages to different groups of voters.
When developers promote a planning application, they…
Well actually, they just tell everyone the same old planning arguments and complain that the debate is dominated by NIMBYs.
PPS Community Insight is a new service which tells you how the community around your site is likely to respond to your planning application. It will identify which households are likely to oppose, and more importantly which are likely to support, your application. It will tell you the aspects of your scheme to stress if you want to win local support.
Using this analysis, PPS can target messages at those people most likely to support your plans with the aim of securing their backing.
The approach works by segmenting each local community using established marketing techniques and overlaying that information with the results of our own research into people’s attitudes and behaviour towards new housing developments.
So, we conduct a detailed review of the socio-economic groups living in the vicinity of a site and map them on a postcode basis (allowing us to review down to groups of six households). We then overlay the results with detailed opinion research that PPS Group has compiled about the factors that make people support or oppose new residential developments. This will allow us to identify which households around the site are most likely to support or oppose a particular scheme, who is most likely to get involved in the debate and what factors are most likely to influence their thinking.
This information then allows us to target the people most likely to be supportive and contact them in the way most likely to get them involved in the debate. We think this is an answer to demonstrating support where it exists.
If you would like to hear more, contact Stephen Byfield on 020 7529 1705 or firstname.lastname@example.org
Written by Stephen Byfield