ADD2532 Research on effective communications on Mayoral priorities

1.1. The Mayor has a role as a spokesperson for London, in communicating both issues under direct control of the GLA and those wider issues that affect Londoners. We are looking to conduct opinion research to understand how best to communicate with Londoners, including the messages and tone that resonate and encourage engagement and awareness in the work of the Mayor and the GLA.

1.2. We wish to improve the GLA’s approach to communicating key priority areas for the Mayor over the next three years, which include London’s recovery from the coronavirus pandemic, so as to raise awareness of the GLA’s activity and to encourage Londoners to get involved in the work of the Mayor. This includes best messaging, and best delivery of messaging, to resonate with the opinions of Londoners. The desired outcome is to establish a framework and guide for how we communicate with Londoners about the work of the GLA.

1.3. The GLA wishes to commission a market research agency from the Transport for London Market Research Framework to undertake qualitative research which identifies citizen preferences for communications from the Mayor and GLA to meet the above purpose.

2.1. To commission a market research agency to deliver qualitative research that provides insight as to citizen preferences for communications in relation to the Mayor of London’s key priorities, including London’s recovery from the pandemic.

2.2. The insight will be used to develop and support the GLA’s communications with Londoners and deliver recommendations for creating messaging content around the Mayor’s priorities.

2.3. Improved communications and engagement with Londoners in relation to the Mayor’s statutory strategies and priorities will ensure that Londoners are aware of the opportunity and benefits of engaging with the GLA’s work.

3.1. The qualitative research will include participation from a broad cross section of the London population.

3.2. This will ensure that the GLA is able to produce communications that appeals to and enables all Londoners to engage with the work of the Mayor.

Key risks and issues
4.1. The risks of opinion research are generally rooted in methodological decisions, in terms of ensuring that a breadth of Londoners’ views are taken into account. The research that the GLA will commission will include a broad cross-section of Londoners to ensure that the GLA gets a range of opinions. This will include a mix across ages, ethnicities, social grades, genders and location. This research will engage with a broad range of Londoners in determining how the GLA can best communicate with them around its priorities for the next three years.

Links to Mayoral strategies and priorities
4.2. This work links directly to key Mayoral priorities, such as economic recovery from the coronavirus pandemic, keeping London safe, tackling the climate emergency and air pollution, affordable housing, and opportunities for young Londoners. This research will enable those priorities, and their corresponding Mayoral strategies, to be communicated in a way that is engaging to Londoners, thus facilitating engagement of citizens with the work of the Mayor and GLA.

Declarations of interest
4.3. There are no conflicts of interest to note for any of the officers involved in the drafting or clearance of this decision form.

5.1. Approval is sought for expenditure of up to £37,000 to commission a market research agency to undertake opinion research to develop effective communications for Mayoral priorities.

5.2. The expenditure will be funded from the Opinion Research Team 2021-22 budget held within the City Intelligence Unit.

6.1. The GLA will commission a market research agency from the Transport for London Market Research Framework to carry out this research. Dates to be confirmed:

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