Values-based reputation tracking

Following the success of Northamptonshire County Council’s You Choose campaign, we were commissioned to carry out a quarterly opinion tracking poll with local residents.  The quantitative poll uses Values Modes to understand why people with different values have different attitudes towards issues such as active involvement in the Big Society.

While qualitative research is needed to contextualise the results, the use of Values Modes allows us to go beyond the capability of typical quantitative research, to begin to understand why people hold certain attitudes and beliefs.   For example, early results demonstrate that of the three values groups (Pioneers, Prospectors and Settlers), Pioneers are far more likely to want to ‘get involved’ in the planning or delivery of services in their local area.  However, Settlers are far more likely to believe that it is ‘not their job’ to play an active role.

This is consistent with broader Values Modes theory which tells us that Settlers tend to be more resistant to change; councils may well find it difficult to engage with this cohort.

For more information on values based reputation tracking, please feel free to email matthew@thecampaigncompany.co.uk or ring Matthew on 0208 688 0650.

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Last Updated on Tuesday, 01 February 2011 12:03