URBAN DEVELOPMENT

Understanding the attitudes of the Conburg
and broader Moreland community

MORELAND CITY COUNCIL

CHALLENGE

Understand the attitudes of the Conburg and broader Moreland community to transform urban development projects.

SOLUTION

We conducted 5 focus groups consisting of participants from the Coburg area and the greater Moreland Community.

The focus groups included Coburg residents, Moreland Community residents, and the small business community who have owned a business for more than 12 months and had less than 25 employees. The groups were a mix of ages and gender; split between under 40 and over 40 years old with an even gender spread. Concept testing was a part of the focus group activities.

IMPACT

Identify how messaging must be distinct to fit the needs of different age groups.

Distinguished different options on concept testing, including proposed names.

Revealed the primary information and messaging that needs to be messaging that needs to be distributed about urban development plans.

Unlocked the potential impact of any council partnerships tied to a plan.