Liverpool Victoria - Middle Britain
Aims
Fishburn Hedges commissioned the Future Foundation on behalf of their client Liverpool Victoria to carry out research aimed at generating widespread media coverage as well as providing useful strategic insight about the class system in Britain. Their main aim was to enable Liverpool Victoria to better target their market – middle-income families in Britain.
Techniques
Workshops were held to review the existing knowledge and evidence was presented followed by brainstorming to establish key themes. Unreleased data from the British Household Panel Study was drawn on for details on personal finances and self-defined class membership.
Data from our Changing Lives study was also used as well as other sources of attitudinal data such as the British Social Attitudes Survey, which provided long-term data dating back to the 1960’s on subjective class membership.
Surveys were then carried out to gain information on issues that had not been identified from the existing research as well as to gain working class perceptions on middle class management. This allowed the research to consider the importance of people’s views in addition to focusing only on the interpretation of the data.
Results
A 30-page document complete with charts, graphics and concise commentary was developed. Following this a final presentation and discussion of the new survey data was held, presented in sharp coherent themes. This allowed for the research to be targeted to a wide range of journalists, social affairs, political, home affairs and business journalists, to news desks, and personal finance correspondence.
