CNB Housing Insights: Housing Needs Survey Fieldwork
Background & Context
M·E·L Research was commissioned by CNB Housing Insights to deliver the fieldwork for a housing needs survey on the Aylesbury Estate, as part of Southwark Council’s estate renewal programme. The purpose of the work was to gather robust household-level information so that future replacement housing could be planned fairly and appropriately for residents affected by redevelopment. The survey also supported an Equalities Impact Assessment, helping the client understand how rehousing needs and the redevelopment process might affect different households and protected groups.
This was a high-profile and sensitive piece of resident engagement. The survey asked households to provide detailed information about their current circumstances, future housing requirements and equalities-related needs. It covered topics such as household composition, bedroom requirements, preferred housing type and tenure, whether families wished to move once or return to the redeveloped estate, and a wide range of equalities information for adult household members. The questionnaire also explored issues such as disability, health conditions, ethnicity, religion, sexual orientation, benefits, employment status, custody arrangements and whether a move might affect residents differently because of their circumstances.
Because the information would be used to inform replacement housing plans, it was essential that the fieldwork achieved both breadth and depth. The project required engagement with all relevant households in the estate phase, careful handling of personal and potentially sensitive questions, and a flexible approach that gave residents multiple ways to take part. The work therefore combined advance communications, staffed in-person sessions, online completion and repeated doorstep follow-up to maximise participation and ensure residents had every reasonable opportunity to respond.
Approach
M·E·L Research was responsible for the fieldwork delivery and used a multi-stage methodology designed to encourage participation, build legitimacy and secure a high response rate across the estate.
Stage 1: Advance invitation and awareness-raising
An invitation letter was posted to all relevant households. This explained the purpose of the Housing Needs Assessment and Equalities Impact Assessment, set out why the information was needed, and reassured residents about confidentiality and how their data would be used. The letter also gave residents several ways to take part, including online completion, attendance at the estate office, telephone completion and participation during doorstep visits. The communication clearly positioned M·E·L Research as the independent fieldwork agency appointed through CNB, which helped reinforce trust and transparency.
Stage 2: Estate office interviewing
M·E·L Research interviewers were stationed in the estate office over three consecutive weeks, for two days each week, so residents could complete the survey in person with a member of the field team. This created an accessible and visible local presence, giving residents the option to complete the questionnaire privately and ask questions if needed. The invitation materials also advertised the estate office dates and times in advance, helping residents plan their participation around their own availability.
Stage 3: Doorstep follow-up and non-response conversion
The final phase involved door knocking at non-responding properties. Interviewers were required to make at least five call attempts to households that had not yet taken part. This persistent follow-up approach was central to maximising coverage and ensuring that harder-to-reach households were given multiple opportunities to respond. The doorstep method was especially important for residents who had not engaged through the letter, online route or estate office sessions. The invitation letter made clear that M·E·L staff would conduct the survey on the doorstep rather than entering residents’ homes, supporting both resident reassurance and interviewer safety.
Mode flexibility
Although the fieldwork centred on in-person engagement, the design also allowed residents to complete the survey online via a dedicated link or QR code, and by telephone if preferred. This mixed-mode approach reduced barriers to participation and allowed households to choose the method that best suited their circumstances. The questionnaire itself was structured so it could be administered consistently across modes.
Questionnaire administration
The survey instrument was substantial and detailed, taking around 10 to 30 minutes depending on household size. It captured information for up to eight household members and included sections on household make-up, future housing needs, separate household formation, location and tenure preferences, affordability indicators and equalities information. The design meant interviewers needed to manage detailed routing and support residents through questions covering both practical rehousing needs and sensitive equalities topics.
Scale and achieved sample
The fieldwork covered 824 properties. M·E·L Research achieved an 81% response rate, representing a very strong outcome for a complex household survey of this nature. This level of response demonstrated the effectiveness of the multi-stage engagement strategy and the value of combining advance communication, local in-person presence and intensive follow-up with non-responding households.
Outputs
The main output from M·E·L Research was a high-coverage fieldwork dataset that provided CNB Consulting and Southwark Council with a robust evidence base on residents’ housing circumstances and likely future needs. Because the questionnaire captured both housing needs and equalities information, the dataset supported not only housing planning but also the Equalities Impact Assessment associated with the redevelopment programme.
The completed fieldwork enabled the client team to understand household composition, future bedroom requirements, preferred housing options, potential demand for separate households, and the range of factors that could shape fair rehousing decisions. It also ensured that the views and needs of residents were collected through a structured, consistent process with strong participation across the estate.
A particular strength of the project was the way M·E·L Research translated a potentially complex and sensitive consultation exercise into a practical fieldwork programme that residents could engage with in different ways. By combining mailed invitations, in-person estate office sessions, online access and repeated doorstep contact, M·E·L Research helped CNB secure the coverage needed for informed planning and decision-making.
Client testimonial
“M·E·L provided knowledge, competence, professionalism and tenacity in delivering a challenging project. M·E·L exceeded our expectations and was a pleasure to work with.” – Chris Broughton, Partner
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