ADD2513 Online Qualitative Research Platform

1.1. The Opinion Research team regularly conducts qualitative opinion and market research with Londoners to provide insight and evidence to the Mayor and policy teams throughout the GLA.

1.2. In May 2020, the GLA commissioned an online qualitative research platform to enable the Opinion Research team to conduct such research remotely whilst restrictions on face-to-face research were in place due to COVID-19.

1.3. The platform has enabled us to reach a much wider group of Londoners than would have otherwise been possible, thereby facilitating our commitment to Diversity and Inclusion.

1.4. We have also made full use of the platform’s capabilities to engage with participants in ways we would not have been able to with traditional research methods, e.g. quick polls, diary tasks, photo uploads. We have since conducted five studies on the platform. Due to the flexibility offered by this approach, we see our use of the platform continuing even when face-to-face restrictions are lifted.

1.5. In addition, the platform saves on the cost of renting space for focus groups.

1.6. Expenditure for the initial 12-month contract budget of £10,000 was approved by the Senior Manager Research & Engagement via a Delegated Authority Record.

1.7. This Decision form now seeks approval for expenditure of up to £15,000 from the GLA’s Opinion Research and Statistics team budget to extend the GLA’s Online Qualitative Research Platform for a further 12-month contract, from May 2021 to May 2022.

1.8. The contract with our platform provider expires in May 2021. We plan to extend the contract for a further 12 months.

2.1. Objectives:

• to conduct online qualitative research with a variety of Londoners, in line with COVID-19 restrictions;

• to engage with Londoners from a broad range of target groups; and

• to provide insight and evidence for policy teams and the Mayor.

2.2. Outcomes:

• the Opinion Research team can safely carry out varied qualitative research with a variety of Londoners; and

• the views and experiences of Londoners, particularly those who are hard-to-reach, inform policy and decision-making at City Hall.

3.1. The Greater London Authority has an obligation under the Equality Act 2010 and the Public Sector Equality Duty to consider how its policies and decisions affect people who are protected under the Act.

3.2. Using a specialist platform is both the easiest and the most data-secure way of conducting research online, for both participants and moderators. We are therefore able to conduct research with a wide range of Londoners – including those who have protected characteristics – unconstrained by individuals’ caring responsibilities, mobility, or location.

3.3. Due to its inclusiveness and the flexibility offered by this approach, we see our use of the platform continuing even when face-to-face restrictions are lifted.

Key risks and issues

4.1. The key risk is that the technology will not be suitable for our needs, or suitable for use by Londoners (who possess varying levels of familiarity with technology). However, having used the research platform for 10 months, we are confident it meets our needs. The platform is designed for the specific purpose of engaging a range of participants, and thus is very user-friendly. Customer support is on-hand from the platform providers, if needed.

Links to Mayoral strategies and priorities

4.2. ‘A City for All Londoners’ aims to ensure people from all walks of life are healthy and live well alongside each other. The Mayor is committed to making sure that policy makers in City Hall are fully aware of public needs as early as possible. For this to happen, policy makers need to be able to engage with and gather insight from people from diverse backgrounds, with different perspectives and experiences. Ensuring we are able to conduct research in a format which is engaging and accessible to a wide range of people (i.e. online) will allow the Opinion Research team to engage with a variety of groups when conducting qualitative research.

Consultations and impact assessments

4.3. The appropriate procurement process will be followed to ensure that the successful company complies with the GLA’s equal opportunities requirements. Being able to conduct qualitative research with a variety of Londoners will ensure that the GLA involves a broad constituency of people in our work. Consultation helps the GLA to make better informed decisions and make us more accountable to the public.

4.4. There are no conflicts of interest to declare for anyone involved in the preparation of this form.

5.1. Assistant Director's approval is sought for expenditure of up to £15,000 to extend the GLA’s Online Qualitative Research Platform for a further year, taking total spend on this up to £25,000. The cost of up to £15,000 will be funded from the 2021-22 Opinion Research team’s Cross-cutting budget held within the City Intelligence Unit. Funding for services that fall into financial year 2022-23 (April and May 2022) will be subject to the 2022-23 budget setting process and approvals.

5.2. A Delegated Authority Record approved £10,000 to commission the initial 12-month contract from May 2020 to May 2021 that was also funded from Opinion Research team’s Cross-cutting 2020-21 budget.

6.1. The Online Qualitative Research Platform contract will be managed by the Opinion Research team.

6.2. Procurement will commence as soon as is practical following this decision.