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Background
Since 2003, England Marketing has been carrying out stakeholder research on behalf of the Environment Agency, talking to key groups on an annual basis about their experience of the agency and its work. The work involves researching the attitudes of a range of stakeholder groups - including representatives from the voluntary, environmental, health, training, academia, planning and construction sectors, local authorities, journalists and local businesses - to determine the extent to which the Environment Agency are offering best value and communicating this to their stakeholders.
Methodology
Using telephone research, representatives of each group are interviewed once a year to explore their opinions about the Agency. A similar survey is used each year to provide consistency in the research and to provide a concrete, strategic direction against which the Environment Agency can monitor its success and identify any areas for improvement.
Outcomes
Over time, the research has been used by the Agency to develop their corporate plans and communications strategies. This continues to be the case with the research playing a major role in the success of the Agency's communication methods and programmes. |
