PRESS RELEASE - Jul 07
LOCALS’ INPUT REQUIRED FOR LEEDS’ KEY DEVELOPMENT
The people of Leeds are being asked for their opinions on what they want the new retail-led Eastgate Quarters development to deliver for their city. The Leeds Partnership, a joint venture between Hammerson UK properties plc and Town Centre Securities plc which is developing the 100,000 sq metre (1.2 million sq ft) scheme, is encouraging residents to have their say via their online ChoiceLab survey. Simply sending an email to LeedsEastgateSurvey@mindfolio.com generates an immediate response with a web link to the survey, and anyone completing it in before Friday, 27th July will ensure that this new piece of city is created around their choices.
Rob Hancox, Assistant Director at Hammerson and responsible for the project on behalf of The Leeds Partnership comments, "This is the first time this form of consumer study has been commissioned in this country. In fact we aren’t aware of any other UK developers who use consumer based choice modelling to help shape the direction of their schemes. The results will help us create the most resident-focused and vibrant mixed-use city centre development in the UK, so it’s really important that local people take this opportunity to ensure it really caters for their needs and lifestyles. It will also help us to ensure that we deliver something that Loiners actually want."
Brian Hanlon, Director of MindFolio Ltd which developed the ChoiceLab survey explains, "We use something called ‘Choice Modelling’ which is based on the scientific ‘Random Utility Theorem‘ about human behaviour and decision-making patterns. We create extremely realistic scenarios and then ask respondents to do a very simple task - choose the option that best satisfies their demands.
"A typical customised on-line ChoiceLab survey involves a series of 'choice experiments' in which the respondents are asked to evaluate various options for new products, services and experiences. Using this information MindFolio can identify the most important features driving customer choices, information which is then used to design the most attractive products, services and experiences possible."
The survey for Eastgate Quarters includes questions about favourite shops and brands, such as which men’s and women’s fashion shops, and book and music stores, etc. local Leeds residents most like to visit. Several new retailers are introduced in the survey in order to measure the desirability of adding potential new entrants to the retail community in Leeds. Survey respondents are also asked to evaluate various categories of dining options (e.g. quick-service restaurants, casual dining, fine dining) and cuisines, in addition to critiquing many entertainment options such as an upmarket bowling lounge, comedy club and multiplex cinema, among others. All of this information collected will be used to shape the new Eastgate Quarters into the most resident-friendly retail, dining and entertainment destination in the UK.
The survey only takes approximately 15 minutes to complete, no personal or identity-related information is captured (i.e. you do not have to submit your name, home address, etc. - although your post code and email address are required) and obviously those completing the survey will benefit by helping to create the kind of environment they really want in their city.