Bromsgrove
District Council

 

Client

Bromsgrove District Council and local housing associations commissioned a strategic assessment to identify future patterns of demand in a largely rural part of Worcestershire.

 

Brief

The Bridge Group worked alongside Housing Vision consultancy, and the Centre for Comparative Housing Research at De Montfort University, to provide a comprehensive mix of quantitative and qualitative research evidence.

 

In line with Government guidance, the study covered both the current and future housing markets and the needs of different groups in the population.  In particular, we focused on the needs of younger people (aged up to 30), older people (over 60) and black, minority ethnic and migrant households.

 

Our qualitative consumer research looked at:

• Choices for these groups in the housing market
• The affordability of local housing
• Gaps in housing supply
• Key housing market influences and drivers (such as, the local economy, employment, travel and schools).

 

Activity

The Bridge Group’s consultancy team interviewed more than a hundred people through a mix of telephone and incentivised face-to-face research. We also contacted local agencies and individuals with specialist knowledge of the needs of black and other ethnic minority and migrant groups.

 

We analysed the findings from the qualitative research and fed this into the demand study, using direct quotes from interviewees to illustrate key points.  This highlighted some important differences between the views of older and younger households.  Older people with established roots in the district were keen to remain, while there were few ‘pull’ factors to encourage younger people or those from minority groups to find homes in the area, compared to the surrounding urban centres. Across all the study groups, the need for coordinated investment in housing, transport, shopping, parking, town centre renewal, education and diversity emerged as a key issue.

 

Outcome

The Council used the findings from the demand study to agree and implement its Local Plan and policies on the provision of affordable housing. These take a ‘cradle to grave’ approach to housing options and planning, that creates opportunities and market interventions at each stage of people’s lives. 

 

The project leader for the demand study, Dr Richard Turkington, said in response to our research: “Thanks for such a concise and user friendly report - this is spot on. My thanks for turning round a very demanding piece of work so quickly and effectively. This is an impressive contribution to the project.”

 

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