Market research case study:
What Leicester residents say about health and wellbeing

Leicester City Council

Featured in this case study: Public health & wellbeing, Police, crime & community safety, Local & regional government, Strategic analysis & insight generation, CAPI (Computer-Assisted Personal Interviewing), Public sector consultation

The challenge

Leicester City Council’s Division of Public Health is responsible for improving the health of the local population. As part of its strategy to reduce health inequalities and improve quality of life and life expectancy, the Division works with partners such as the NHS through initiatives outlined in the Leicester Health and Wellbeing Strategy.

Leicester City Council commissioned DJS Research to deliver the fourth iteration of its Health and Wellbeing Survey, following previous waves conducted in 2010, 2015 and 2018. The research aimed to provide a high-quality, cross-sectional snapshot of the behaviours and attitudes of adults (16+) across the city in 2024. The research played a key role in supporting the Council’s health and wellbeing strategy, helped identify local needs and informed the design and delivery of public services. DJS Research was appointed to deliver robust insights through a comprehensive face-to-face survey, covering a wide range of topics such as general health, mental wellbeing, diet, smoking, alcohol use, and access to services.

The approach

DJS Research carried out 2,100 face-to-face (CAPI) interviews across Leicester between April and October 2024. Approximately 100 interviews were completed in each of the city’s 21 wards, ensuring robust ward-level data and strong representativeness across the city.

Within each ward, census output areas were stratified by Index of Multiple Deprivation (IMD) and randomly selected for inclusion. Interviewers worked to demographic quotas based on ward-specific profiles, including age, sex, ethnicity, disability and economic status. The survey itself took around 15 minutes to complete.

The results

The 2024 Health and Wellbeing Survey provided an evidence base of residents’ experiences and attitudes.

Key insights included:

Four in five residents rated their general health as very good or good.
Three in four use green spaces at least monthly.
Most feel they have a support network to rely on in difficult times.
One in four households struggle with food and energy bills.
Access to NHS dental and GP services remains a concern.

In addition to producing a detailed report for this piece of research, our Creative Services team created an engaging video summary which brought the survey results to life. The research findings and video have been extremely well received by senior leaders, local councillors, the city mayor, and members of the Health and Wellbeing Board. The results have also been shared widely and used to spark wider conversations on health inequalities.

After a presentation of the findings at a local 'Feeding Leicester 'meeting, the Council was invited to present at the national 'Feeding Britain Network', further extending the reach and impact of the survey.

Both the full report and supporting video are in the public domain. Insights from the study helped guide policy decisions and service design aimed at improving health outcomes for Leicester’s diverse communities. Also check out the creative services case study for this project.

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Client testimonial: Leicester City Council

Public health & wellbeing, Police, crime & community safety, Local & regional government, Strategic analysis & insight generation, CAPI (Computer-Assisted Personal Interviewing), Public sector consultation

"Thank you so much for creating the video summarising the results of the Leicester Health and Wellbeing Survey 2024. It’s an outstanding and engaging summary that effectively highlights both the key positives and challenges identified in the survey. The video is now available on our City Council webpages and we’ve received overwhelmingly positive feedback on this high-quality output. A big thank you to DJS Research and the creative team for their invaluable support in identifying the key takeaways, crafting the script, and producing such a vibrant and visually compelling video. The result is a clear and engaging presentation that makes complex data accessible and relatable to all.”

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Sector:
Public health & wellbeing

From local government health and wellbeing surveys, exploring personal topics such as financial stability, community participation, sexual health, lifestyle (including smoking habits, alcohol consumption and gambling frequency) and much more, through to large-scale national surveys, resident panels and campaign evaluations, DJS Research has extensive experience within this important and diverse field of market research. Through our extensive work, and close collaboration, with local and national organisations across the NHS and the third sector, we apply our expert knowledge to conduct robust and impactful research, generating actionable insight to help drive improvements in the health of the population and reduce health inequalities. As a full-service agency, we draw on our extensive suite of research methodologies and deep knowledge of the health and social care sector to design and execute effective solutions. We have conducted qualitative, quantitative and mixed method projects in this field with audiences on both sides of healthcare provision, from care providers to end users (both patients and carers). We also work with a vast number of different organisations including: NHS Trusts. Cancer Alliances. Charitable and not-for-profit organisations. Social marketing agencies. Public relations agencies. Research in this space, often engaging members of the public on personal matters, can require careful handling and a sensitive approach to survey execution. All of our interviewers are trained to deal with delicate research topics with tact and diplomacy and have the utmost respect and consideration for respondents. The wellbeing of our research participants is kept firmly in mind throughout the research process and we do our utmost to ensure every individual feels at ease and able to share their personal experiences with us in confidence. DJS Research public health outputs in the spotlight: Public Health Wales We have worked extensively on behalf of Public Health Wales for over five years, leading research projects across a range of different topics, utilising varied methodologies, including: Large-scale telephone surveys on key health matters: Examples include examining public attitudes towards Covid-19, conducting more than 25,000 telephone interviews across the adult population in Wales over an 18-month period. This method was also the primary methodology for the later ‘Technology and Health Population Survey’, which explored public access to health services and use of technology across Wales. Face-to-face interviews on the impact of climate change and changes in public health: A predominantly face-to-face survey of the Welsh public exploring attitudes to climate change, environmental behaviours and health matters. Building the ‘Time to Talk Public Health’ online research panel: The DJS Research panel management team recruited and developed a representative panel of 2,500–3,000 residents from across Wales aged 16+. This panel is invited to take part in the ‘Time to Talk Public Health’ survey on a quarterly basis with a choice of online, telephone and face-to-face methods available. The survey captures insight on a wide variety of health-related topics, defined by internal stakeholders at Public Health Wales. Survey outputs are used to help inform policy and service-delivery. To find out more about our public sector expertise and discuss how we can provide the actionable insight you need to meet your specific objectives, contact our team today.

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Sector:
Police, crime & community safety

Police forces, and all the interrelated organisations responsible for dealing with crime and maintaining community safety, are under ever-increasing scrutiny in the UK and across the world. Accountability is essential, and organisations across Community Safety Partnerships (CSPs) need robust and clear evidence of the effectiveness of their policies and activities, and insight into how and where services need to improve or require increased investment. Within the DJS Research public sector team, we have specific, extensive experience in the areas of policing, crime and community safety. As well as working directly with police forces, we work with organisations across the CSP framework, including councils and combined authorities, and health partnerships. We work with areas where Police and Crime Commissioners (PCCs) are currently responsible for local policing decisions and accountability, and combined authorities like Greater Manchester and West Yorkshire where these responsibilities sit with Deputy Mayors. The depth of our work in this area has underlined the importance of understanding personal experiences of crime and feelings of public safety, and we recognise that such projects must be both planned and executed with great care. In recent years, we’ve conducted a number of projects which have focused entirely on these fundamentals of public experience and safety. Examples include our continuous work with the Greater Manchester Combined Authority (GMCA) and Greater Manchester Police (GMP) on their large-scale tracker – the Policing and Community Safety survey (PCS). This survey captures the views of 13,000 residents of Greater Manchester each year and is demographically representative of the ten districts which make up the area. Results are shared with over 100 stakeholders across GMCA, GMP and other partners via a portal. Other examples of our experience in this field and organisations we have worked with include: A mixed mode research project for a police force, exploring the experiences and perceptions of safety amongst women and girls to inform the development of the force’s Violence Against Women and Girls (VAWG) framework: This involved a quantitative survey and qualitative research consisting of one-to-one depth interviews with victims of crime. Our researchers are trained to manage interviews on sensitive and emotive content to ensure the best experience for both the respondent and our team members. Quantitative tracking research with those who have experienced crime: This project spanned different severities of crime, from victims of theft to experiences of physical assault, and followed strict measures adhering to the Victims’ Code of Practice (VCOP) framework. In-street quantitative research to assess the impact of local police presence: Designed to understand the impact of police visibility on public perceptions of safety, this activity was concentrated in areas considered to have a higher risk of serious violence. ‘Deep dives’ into specific demographic groups: Our work has included specific projects with students/young people, and individuals with disabilities to understand key drivers for satisfaction with the police and any notable differences amongst disability types. Feelings and attitudes towards public safety can also be measured successfully within residents’ surveys, particularly when they are used to track resident sentiment over time. Organisations for whom we have tracked community safety sentiment include Lambeth Council, Croydon Council and Leicester City Council. We benchmark results against equivalent data from Local Government Association (LGA) polling to provide comparison and to generate a greater depth of insight. It is crucial that all parts of society are included and heard within research across the fields of policing, crime and community safety. As well as delivering conventional research methodologies, we recognise the need to be fully inclusive and craft bespoke mixed mode solutions to ensure respondent samples are fully representative. Our in-house online panel, Different Perspectives, provides a route to engage over 9,000 people nationally who are currently facing vulnerable circumstances, including financial hardship and social and economic difficulties. Our online panels are just one of the many ways we can reach voices which are often underrepresented to ensure they have equal consideration. To find out more about our public sector expertise and discuss how we can provide the actionable insight you need to meet your specific objectives, contact our team today.

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Sector:
Local & regional government

The diverse landscape of the UK’s local and regional government is experiencing a period of significant change. The Local Government Reorganisation (LGR) programme, which aims to streamline local authorities nationwide (replacing the existing two-tier system with new, single-tier, unitary councils), remains underway with an operational target of April 2028 for newly formed councils. In the meantime, split functions and services – across county and district councils governing one area – remain the reality for millions of people. Through our work with communities across the UK, we’ve seen first-hand how differences in the quality, availability, and efficiency of local services (both perceived and evidenced), and the speed of council decision-making, have a direct impact on residents and local businesses. Our public sector team has decades of experience delivering tailored and highly localised government research projects, and public consultations, on a local, regional, and national scale. These projects are crafted to capture the reality of public experience – across counties, districts, authorities and combined authority lines – on a granular level, providing meaningful outputs and actionable insight. Working with uniquely structured local authorities, and councils of many different sizes, we have developed a deep appreciation of the nuances of local and regional government; this awareness and depth of knowledge ensures we deliver bespoke projects which are tailored to the specific needs of our clients and their communities. As a full-service market research agency, we have the expertise, flexibility and resources to deliver the support you need – from end-to-end solutions to specific field and data only services. Whether we are onboard from the beginning (helping design research materials, conducting fieldwork and taking responsibility for all analysis, reporting and outputs) or we are analysing data from consultations conducted by local authorities themselves, we always work in partnership with our clients to deliver the result you need. Our teams are confident and well-versed in exploring topical, and often sensitive, themes through their work including satisfaction with council services and local areas, public health, transport, experiences of crime and anti-social behaviour, and financial and personal wellbeing. Recent examples of large-scale resident surveys we have managed and delivered include projects in Lambeth, Southwark, Surrey, Suffolk, Nottinghamshire, North Warwickshire, Reading, North Tyneside, Oxfordshire, Croydon and Herefordshire – and many more. We’ve also recently completed a series of surveys with businesses across different local authorities including, Wigan Council and South Cambridgeshire District Council. To achieve samples that are representative of local populations — residents and/or businesses — we often use a mixed-mode approach to maximise accessibility and inclusivity. For example, we may recommend a combined CATI (telephone) and CAPI (face-to-face) approach for a particular residents’ survey to ensure sufficient inclusion of audiences who are harder to reach by telephone (particularly younger people). Many of our surveys are used to benchmark against LGA indicators and other national/regional indicators. As such, we have significant experience in designing questionnaires and sampling approaches with these metrics in mind, as well as producing clear, insightful, accessible and engaging reports which depict trends over time, and performance against LGA benchmarks. Many of the surveys we conduct are published openly in the public domain, including resident surveys and reports containing comparisons with LGA benchmarks – examples can be found in our published reports library. As well as documenting our research findings in high-quality reports, with format and style tailored to the needs of both internal and external stakeholders, our Creative Services team can transform your insights into impactful infographics and engaging video outputs. A recent example of how this can bring research to life includes our work with Leicester City Council. You can find out more about the range of research methodologies we used in some of our most recent surveys for a range of local and combined authorities below. You can also discover more detailed examples of our work in our case studies gallery. DJS Research project snapshots for local government and combined authorities Reading Borough Council: In Autumn 2024 we conducted just over 1,000 interviews with residents of Reading, using a mix of telephone (CATI) and face-to-face interviewing (CAPI). To achieve a representative sample of residents, quotas were set by age, gender, disability, ethnicity, working status and ward, using the latest population statistics available. The questionnaire included a range of LGA benchmarks, which were a particularly important element of the survey, as well as other key topics, such as priorities for improvement in their local area and community cohesion. Lambeth Council: We have conducted nine separate projects for Lambeth since 2020, including their annual residents’ surveys and quarterly tracker, interviewing 12,000+ residents by telephone or face-to-face. Projects have combined the standard LGA questions, alongside other themes. Our successful work with Lambeth demonstrates our ability to conduct research in areas of high ethnic diversity – we achieve more than 50% of interviews with the non-White population of the borough each survey. The long-running nature of this contract is a testament to our successful delivery. Greater Manchester Combined Authority (GMCA): Since 2019, we have tracked residents’ views regarding policing and community safety. Every quarter, we survey 3,250 residents, representative by age and gender across each of the ten districts. Interviews are conducted by telephone, online and in-person. Survey data are accessible, via a bespoke portal, to over 100 stakeholders. North Tyneside Council: We have recently been commissioned to take over the management and delivery of the council’s residents’ survey. For the 2024 survey, which incorporated LGA indicators, as well as questions on issues such as cost of living, health and climate change, a sample of over 1,100 was achieved, with a response rate of 23%, via a ‘push to web’ approach. We are due to repeat the survey in 2026. Croydon Council: DJS Research was commissioned in 2023 to deliver a three-year contract of annual resident surveys for Croydon Council to help inform the progress of the Mayor’s Plan and performance of the council over time and in comparison with LGA benchmarks. The first of the annual surveys was conducted in Autumn/Winter 2023, with 1,700 interviews collected face-to-face, with quotas set by age, gender, ethnicity, economic status and disability within each of the borough’s neighbourhood clusters. Following this, DJS Research embarked on a qualitative stage of engagement with residents, running six deliberative workshops to explore the drivers behind resident perceptions of the council. Oxfordshire County Council: Since 2020, we have conducted twelve separate projects, including the 2024 Communications Channels and Public Health survey among 1,000 residents. In 2024, we also supported OCC with the analysis, comprehensive open text coding and reporting of their Local Nature Recovery Strategy (LNRS) consultation. South Yorkshire Mayoral Combined Authority (SYMCA): We have worked on a number of research studies for SYMCA including a series of qualitative focus groups, community workshops and in-depth interviews among residents of South Yorkshire to help develop plans and understand barriers towards Active Travel. We also conducted a survey with a representative sample of over 1,200 South Yorkshire residents to understand the extent to which they use public transport, and their experiences with each mode. The findings from the survey are being used by the combined authority to inform transport plans and priorities across the region. To find out more about our public sector expertise and discuss how we can provide the actionable insight you need to meet your business objectives, contact our team today.

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Strategic analysis & insight generation

Research findings only become truly insightful when they’re meaningfully interpreted – when we go beyond observation and start to uncover why something matters and what to do about it. Strategic insight is about delivering clear direction on the way forward, driving progress towards defined goals. At DJS Research, we have distilled our approach to delivering strategic insight into four fundamental stages: 1. Research objectives: The thread that ties every project stage together Objectives are the driving force behind our entire approach. A full, contextual understanding of the project objectives is vital from the outset, including who will be using the findings, how the insights will be applied and what decisions the research will help to inform. At DJS Research we always take time to fully grasp this important context right from the start of a project. The objectives are then at the heart of every onward stage, from framing the questions we ask, focusing our analytical approach and shaping the recommendations we make. 2. Identifying patterns: A fundamental part of the analysis stage It’s not about looking at a result in isolation, but how it relates to – or contradicts – other findings. But this is only the start. We then seek explanation – the causes or factors that result in this finding; the why. This is when we fully lean into the scientific foundations of the market research discipline, using the many statistical approaches and theories at our disposal to help understand the significance of a finding or relationship. 3. Finding meaning: Building a clear picture, recognising what is important and why We typically adopt a ‘heuristic’ approach – meaning we don’t interpret datasets in isolation, but consider the context in which they were captured, apply existing knowledge, and triangulate across sources to construct a holistic and meaningful picture. This is where our consultancy-led approach comes into play. While we draw on a deep toolkit of theories and statistical techniques, it’s our expert knowledge and experience that bring meaning to the data. We guide clients not just through the analysis, but through its implications – helping them make sense of what it means for their business. It’s not just about what we do; it’s what we know, and how we use that knowledge to deliver clarity and confidence. 4. Evidence-led outputs: Bringing results to life, crafting an evidence-led story When it comes to our research outputs, we don’t just strive to impart knowledge, but we work with our clients to deliver carefully constructed narratives that bring the data to life. They tell the story of the stats in a memorable and engaging way, and creative data visualisations bring our outputs to life – from reports and dashboards, through to innovative 3D outputs like insights on a t-shirt or interactive videos. We’ve even delivered a jigsaw in our time! These carefully crafted outputs help embed the findings throughout the organisations we work with, empowering our clients to make confident decisions and take purposeful action. At DJS Research we have over 20 years of experience applying these principles across the range of projects and methodologies we deliver – from quick-turnaround and nimble projects through to large-scale multi-year projects and government-commissioned work with published outputs. In every project, we choose and tailor methods to align with the project's commercial objectives. Each approach is shaped by both analytical rigour and a deep understanding of the business context, ensuring that the findings we deliver are not just interesting, but valuable. From uncovering growth opportunities to identifying cost efficiencies or risk factors, our work is designed to achieve real return on investment.

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Service:
CAPI (Computer-Assisted Personal Interviewing)

CAPI is an important data collection method for face-to-face interviews where research outputs are captured electronically on a tablet or other similar device. We have a large number of specialised CAPI research tablets available for use in projects and our interviewers are fully confident with this method of data capture. CAPI offers several advantages over traditional paper-based surveys, including: Dynamic quota management: The ability to manage dynamic quotas allows for a much more managed approach to research utilising multiple interviewers across a spread of geographic locations. Where paper-based research may have to be returned to a central point (such as an office) before overall quotas can be ascertained, CAPI allows for real-time visualisation and also the ability to close certain survey routes when a particular quota is hit. Electronic data format: Returning data in real-time also removes the need for ‘punching data’ from paper to electronic formats for analysis. This not only removes the possible chance of an inputter making an error when copying from one format to the other, but also saves a large amount of time and therefore money. Minimises potential error: A CAPI approach also limits the potential for interviewers to make errors with routing within a survey. For instance, a survey can be scripted to automatically route respondents based on their previous responses, removing the need for an interviewer to ‘go to Q3’ as would be the case with a paper survey. This means that incredibly complicated routing can be applied in the background whilst often simplifying the job of the interviewer. Automatic text substitution: Responses to previous questions (a favourite brand, for instance) can be substituted into subsequent questions automatically, removing the need for interviewer and respondent recall. Automatic randomisation: Lists can be automatically re-ordered randomly for each respondent, reducing the potential for order bias. Respondent engagement: CAPI tablets can show images or other forms of stimulus (videos, logos, audio for example) which can give a better representation of a product or brand, and also reduce survey fatigue during long face-to-face surveys. In addition to offering some advantages in terms of reliability and quota control, CAPI market research interviewing may come across as sleeker and more modern than traditional face-to-face interviewing utilising paper questionnaires. For this reason, CAPI can be a better fit for image-conscious brands who feel a paper-based approach may send out the wrong signals.

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Solution:
Public sector consultation

Our Public Sector Consultation Unit (PSCU) creates tailor-made solutions, identifying the most effective blend of approaches to suit the specific needs of each consultation programme. We support clients across central and local government, public sector bodies, non-profits, and commercial organisations, generating insight that drives strategic decision-making, policy development, and service improvement. Our approach combines rigorous research methodologies with a deep understanding of consultation processes and regulatory frameworks. Whether engaging members of the general public, specific interest groups, community organisations, industry representatives or policymakers, we help our clients achieve transparent, inclusive, and actionable consultation outcomes. The flexibility and scale to deliver the powerful insights you need As a full-service consultancy with a specific PSCU, DJS Research has the in-house capabilities to meet the stringent requirements of consultations of any scale. We understand the complexities of both statutory and advisory consultations, and the close levels of scrutiny they can face; our PSCU leads excel at devising unique and robust solutions which withstand close inquiry. Large-scale public consultations mean large volumes of data. We have the operational capability to receive and analyse high response volumes and the agility to make real-time changes to resources to match changing response rates. Our in-house Data Processing team has the skill and proficiency to handle large data sets, and analyse complex closed-response questions, along with specialist coders who can conduct thematic sentiment analysis of open-text responses. We can also offer additional services to evaluate consumer sentiment around consultations, including listening to social media ‘chatter’ and analysis of online forums. These insights can deepen understanding, highlight perspectives not previously considered or help quantify themes detected through more traditional qualitative and quantitative methods. A proven track record in consultation excellence Our PSCU has led on statutory consultations for mayoral combined authorities and central government departments, including the Department for Health and the Home Office, as well as more advisory consultations on behalf of local authorities about local infrastructure development. The core requirements of each consultation are identified from the outset and considered throughout the research process, from how they are communicated and conducted through to the quality checks applied, methods of coding used and dissemination of findings. Our in-depth knowledge of processes and frameworks enables us to provide a full suite of services across the consultation lifecycle which includes: Strategic consultation design: Tailored to meet organisational needs and aligned with legal and ethical standards (e.g., Gunning Principles, HM Government Consultation Principles). Stakeholder mapping and engagement planning: To maximise the transparency and legitimacy of the process. Mixed-method consultation delivery: Including multi-channel methods and qualitative engagement such as focus groups and deliberative events. Public consultation campaigns: Working closely with communications teams and agencies to maximise participation and inclusivity. Analysis, reporting and feedback: Providing clear, impartial analysis of consultation data, highlighting key themes, patterns, and levels of support for various proposals. Our reports are tailored for transparency and accessibility, suitable for both internal strategic use and public publication. Our PSCU has undertaken a wide number of consultations on a variety of topics, including local authority budget consultations, transport and infrastructure projects, health and social care transformation and regulatory changes and statutory obligations. To find out more and speak to a member of our Public Sector Consultation Unit, contact Research Directors Matt Bristow or Julie Hollingsworth.

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Case study:
What Leicester residents say about health and wellbeing

Leicester City Council

The challenge

The approach

The results

The 2024 Health and Wellbeing Survey provided an evidence base of residents’ experiences and attitudes.

Key insights included:

Four in five residents rated their general health as very good or good.
Three in four use green spaces at least monthly.
Most feel they have a support network to rely on in difficult times.
One in four households struggle with food and energy bills.
Access to NHS dental and GP services remains a concern.

Client testimonial: Leicester City Council

Public health & wellbeing, Police, crime & community safety, Local & regional government, Strategic analysis & insight generation, CAPI (Computer-Assisted Personal Interviewing), Public sector consultation

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Market research case study: What Leicester residents say about health and wellbeing

Leicester City Council

The challenge

The approach

The results

Client testimonial: Leicester City Council

Public health & wellbeing, Police, crime & community safety, Local & regional government, Strategic analysis & insight generation, CAPI (Computer-Assisted Personal Interviewing), Public sector consultation

Other areas you might find interesting...

Sector: Public health & wellbeing

Sector: Police, crime & community safety

Sector: Local & regional government

Service: Strategic analysis & insight generation

Service: CAPI (Computer-Assisted Personal Interviewing)

Solution: Public sector consultation

Case study: What Leicester residents say about health and wellbeing

Leicester City Council

The challenge

The approach

The results

Client testimonial: Leicester City Council

Public health & wellbeing, Police, crime & community safety, Local & regional government, Strategic analysis & insight generation, CAPI (Computer-Assisted Personal Interviewing), Public sector consultation

Other areas you might find interesting...

Sector: Public health & wellbeing

Sector: Police, crime & community safety

Sector: Local & regional government

Service: Strategic analysis & insight generation

Service: CAPI (Computer-Assisted Personal Interviewing)

Solution: Public sector consultation

Market research case study:
What Leicester residents say about health and wellbeing

Sector:
Public health & wellbeing

Sector:
Police, crime & community safety

Sector:
Local & regional government

Service:
Strategic analysis & insight generation

Service:
CAPI (Computer-Assisted Personal Interviewing)

Solution:
Public sector consultation

Case study:
What Leicester residents say about health and wellbeing

Sector:
Public health & wellbeing

Sector:
Police, crime & community safety

Sector:
Local & regional government

Service:
Strategic analysis & insight generation

Service:
CAPI (Computer-Assisted Personal Interviewing)

Solution:
Public sector consultation