ADD2579: 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 that would not have been possible with traditional research methods, e.g. quick polls, diary tasks, photo uploads, etc. 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 and Engagement, via a Delegated Authority Record. Further expenditure of up to £15,000 from the GLA’s Opinion Research and Statistics team budget was approved in April 2021; this was to extend the GLA’s Online Qualitative Research Platform for a further 12-month contract, up to May 2022. This contract has now ended. (Although £25,000 was approved over a two-year period, actual expenditure was circa £19,850.)

1.7. This Decision form now seeks approval for expenditure of up to £30,000 from the GLA’s Opinion Research and Statistics team budget to contract the GLA’s Online Qualitative Research Platform for two years, from May 2022 to May 2024.

1.8. This contract has been procured via the reseller framework. This ensures a compliant route to market for licensed software.

2.1. Objectives:

• to conduct online qualitative research with a variety of Londoners
• to engage with Londoners from a broad range of target groups
• 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
• 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 Public Sector Equality Duty enshrined within the Equality Act 2010, 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, our use of the platform has continued, even as COVID-19 face-to-face restrictions have been lifted.

Key risks and issues

4.1. The key risk is that the technology will be unsuitable for our needs or for use by Londoners (who possess varying levels of familiarity with technology). However, having used the research platform for 24 months, we are confident it meets our needs. The platform is designed for the specific purpose of engaging a range of participants, and is thus very user-friendly. Customer support is on hand from the platform providers, if needed.

Links to Mayoral strategies and priorities

4.2. The 2021 Mayor’s Manifesto cites, ‘Promoting Fairness and Equality’ as top Mayoral commitment. The Mayor is committed to making sure that policymakers in City Hall are fully aware of public needs as early as possible. For this to happen, policymakers need to be able to engage with, and gather insight from, people from diverse backgrounds, with different perspectives and experiences. Ensuring we can conduct research in a format that 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 has been followed to ensure that the successful company complies with the GLA’s equalities 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 drafting or clearance of this form.

5.1. Assistant Director’s approval is sought for expenditure of up to £30,000 to procure the GLA’s Online Qualitative Research Platform for a two-year contract from 2022-23 to 2023-24. The cost of up to £30,000 will be funded from the 2022-23 and 2023-24 Opinion Research team’s Cross-cutting budget, held within the City Intelligence Unit. Funding for services that fall into financial year 2024-25 (April and May 2024) will be subject to the 2024-25 budget setting process and approvals.

5.2. A Delegated Authority Record approved £10,000 to commission the initial 12-month contract from in 2020-21. ADD2513 approved £15,000 for the extension of this contract for a further year from 2021-22, though only circa £10,000 was spent.

5.3. Total spend over a four-year period will be up to £50,000.

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.