Maps are second nature to most Local Governments. Councils all over Australia use many types of strategic planning and land use maps along with various types of overlays.
Imagine a map that went further than land use planning and told you how the community thought, and how it would respond to issues. ColourGrid® can provide you with a clear picture of the way ahead for your local community.
Developed by Dr Colin Benjamin, one of Australia’s leading thinkers and innovators in market research, ColourGrid® incorporates geographic, demographic and sociographic data from Australia’s 7.7 million households into a framework that includes tested psychographic knowledge and market experience to produce a highly accurate and comprehensive forecasting matrix able to be applied to any Australian Local Government area.
Local Government can now take full advantage of a revolutionary strategic planning tool already used by Australian commercial organisations to identify and forecast existing and emerging issues and opportunities for the Australian community.
To protect the privacy of individual households, ColourGrid® profiles are aggregated and grouped into 37,200 PrivacyPods© to allow for geographic based representation and interpretation of the way people make decisions.
According to GPS Research Manager Kevin Brianton, who worked in Victorian Local Government for eight years in communication and community consultation, ColourGrid® offered a clear understanding of how and why their community thought and acted on issues.
“The astonishing accuracy of ColourGrid® to show how people will react to issues makes it one of the best tools for Local Government in communication, consultation and issues management,” he said.
Using the skills of its authorised agents, Clutch, GPS Research is tailoring ColourGrid® for use by Local Government.
Kevin Brianton said the approach was based on the concept that households were the most influential decision making unit.
“For many years, marketers have looked at housing clusters to provide highly accurate information about expenditure on food, clothing, cars, consumer durables and travel,” he said. “Marketers have been using households or groups of households for years as a way to sell products and issues.
“Now Local Government can use data provided by each household to obtain real information about the community. Based on ABS data, ColourGrid® helps Local Governments identify how people think, how they want to be communicated with and where they live.”
ColourGrid® gives Local Government an opportunity to take full advantage of the latest thinking in these areas.
“Armed with this information, Local Governments can manage issues effectively,” Kevin Brianton said. “It can tell how people approach issues, and in what ways they want to be communicated.”
ColourGrid® can identify, forecast and locate existing and emerging issues and opportunities in your community.
For more information contact Kevin Brianton at GPS Research on 0407 830 163.
