The overarching objective of the research program was to gain insight into the understanding and attitudes of the Coburg and broader Moreland community to transformative urban development projects.
• 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
The key insights found addressed:
• The here and now: understanding current community values and ideals
• Cultural diversity
• Multi-generational culture of the area
• Young families / older couples
• The ‘gentrification’ of the area
• And what, outside the community and proximity to the CBD, residents consistently mentioned as valuing
Results were delivered to the Moreland City Council in both a report and presentation format.
The results driven by the Focus Groups conducted that included a mix of participants based on gender, ethnicity, home ownership, full-time and part-time workers, household structure and number of years living in the area were?
As a result of our research, Moreland City Council were able to have an in-depth understanding of their residents, including:
• The primary information and messaging that needs to be disseminated about urban redevelopment plans
• How the messaging has to meet distinctly different needs depending on age
• Opinions on concept testing including proposed names
• The impact of any Council partnerships tied to a plan