Centre for Cities, a think tank, wanted to understand how employers and workers felt about home working in four global cities. The research filled a crucial gap in documenting how the pandemic has affected working patterns. The think tank needed robust insights to take to government departments in order to shape their decision-making around land use, transport investment and support for skills and retraining.
Products used
Data Services
Geographic coverage
UK, France, United States, Singapore
Use cases
_Profile
Centre for Cities wanted to uncover the views of workers and employers in four cities – London, Paris, Singapore and New York. They had strict geographical criteria for recruitment: individuals could only qualify for the survey if they worked in the central business district of these cities. Collecting data at this level of local specificity while maintaining robust sample sizes (200+) is usually very difficult. It depends on having a large enough respondent base that a provider can deliver representative samples even when combining strict recruitment criteria – like geography and workplace seniority.
Focaldata’s Data Services team used our platform to successfully define the audience groups across the four geographies. We leveraged our employment profiling criteria, along with geographical targeting to ‘London borough’ level in the UK, to isolate our target respondents with a high degree of accuracy.
Focaldata delivered a dataset covering 3,500 employees, 850 decision-makers across 4 cities in under a week. The team helped Centre for Cities land an ambitious report with over 16 mentions in elite newspapers (The Financial Times, The Telegraph, Politico) in the 7 days following release.
Focaldata was able to fill the big data void we have around what hybrid working looks like. And they were able to do this quickly and efficiently. The online survey tool was very intuitive to build the surveys. And it allowed us to see results coming in in real time, which was a real bonus.
Paul Swinney, Director of Policy and Research at Centre for Cities
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