Enventure Research has recently completed the second phase of qualitative research on behalf of the Midlands Engine.
The aim of the first phase of the research, delivered in Autumn 2017, was to gauge the level of awareness and understanding of the Midlands Engine amongst those who lived and worked in the Midlands region, before the organisation’s campaign was launched. This consisted of a series of focus groups with local professionals based in the Midlands as well as Midlands residents, held in Birmingham, Leicester, Worcester, Wolverhampton, Coventry, Nottingham and Lincoln.
The second phase of the research aimed to evaluate the Midlands Engine’s campaign and to assess its effectiveness, and to further explore the awareness and understanding of the Midlands Engine as an organisation. Focus groups were held in Birmingham, Leicester, Nottingham and Stoke-on-Trent with both representatives from local businesses and local residents. In addition to focus groups, a series of in-depth telephone interviews were also held with representatives from businesses based in the Midlands to ensure a wide geographical spread of representation.
In both phases of the research, Enventure Research designed specifically tailored discussion guides for its skilled researchers to follow when moderating the focus groups and undertaking the interviews.
An interpretive report has been written and provided to the Midlands Engine, detailing the key themes and findings that emerged from the qualitative research.