Qualitative research with residents and businesses to support Midlands Engine initiative

Aug 28, 2017

Enventure Research will soon begin work on a new project exploring residents’ and businesses’ views about how the Midlands economy should be shaped for the future. The research is being conducted on behalf of the Midlands Engine, a partnership of Midlands local authorities and Local Enterprise partnerships, place marketing organisations and universities and colleges, supported by the government.


Quantitative research is currently taking place, in the form of a survey of Midlands residents and businesses, to gather insight into key stakeholders’ views. Enventure Research will design and moderate eight focus groups to provide greater insight into the findings from the quantitative research.


Four focus groups each will be held with residents of and businesses located within the Midlands. To ensure that views are gathered from around the Midlands, the focus groups will be held in six key areas, Birmingham, Coventry, Worcester, Nottingham, Leicester and Lincolnshire. In addition to the focus groups, some business representatives will be offered the opportunity to participate in depth telephone interviews. This will allow those who are time poor or who cannot physically attend a focus group due to their location the chance to give their views and contribute to the research.


Flexible discussion guides will be designed to ensure that all topics are covered without constraining the flow of discussion and debate. The guides will explore key issues identified in the quantitative survey and other issues such as awareness of the Midlands Engine and what communication methods and channels are likely to be most effective, the objectives of the Midlands Engine, enthusiasm for getting involved, and the ways in which residents and businesses feel they could make a valued contribution.


All qualitative feedback will undergo systematic and comprehensive thematic analysis, with common emerging themes used to build an analysis framework. A detailed and interpretive report on the findings will be provided to the Midlands Engine, providing insight to inform decision making for its future work.