Vision research

New Search

Purpose As part of its continuing improvement, and before a proposed re-design of the newspaper, the Research and Strategy team conducted focus groups to investigate the public's perceptions of Vision and their opinions on a new design for it.
Subject Communications
Commissioned by Neil Graham, Vision's Editor, Corporate Communications
Geographic area Lancaster
Method Focus group
Consultation with Life in Lancashire panel
Date 28/07/2005 - 03/08/2005
Undertaken by Corporate Research and Intelligence Team, Policy Unit


Number of responses 28
Key findings The research showed that while the vast majority of focus group members had seen Vision and read at least some of it in the past; it was seen as tired and in need of updating. No member of any of the three panels correctly guessed the monthly frequency of Vision, with most expecting it was delivered quarterly.

The new design of Vision is seen as a great success, with every attendee saying they would be more likely to pick up the new version. It is seen as more modern, with greater impact and more professional and open.
Outcomes A new design for Vision is being created at the moment to give it a more up-to-date look, one which looks more like a newspaper. The redesign will give Vision a new masthead for the front-cover and new fonts for the headlines and the stories. You told us that this will make you more likely to pick it up from the doorstep. The overall look of Vision will also be improved because a new printing press will be used from April. This will mean that the printing of the colours used in the design will be much better.

You told us that some of the language used is Vision was unclear. We agree, there should be no jargon. Where it isn't possible to completely avoid jargon we will make sure it is properly explained.

You also wanted more general information from Vision, suggesting a special edition making clear the services Lancashire County Council is responsible for, answers to frequently asked questions or a regular page of phone numbers for services. We have taken your suggestions on-board and we are in the process of creating an A to Z of services that will give you important contact details for our services. It will be produced as a four-page pullout so you can take these pages out of Vision and keep them. The A to Z guide will be produced yearly so that the contact details are kept up-to-date. In March we will also be starting a regular question and answer feature. This will give readers the opportunity to have their questions answered by senior county council officers.

Project document(s)


Contact information

For more information about this research contact:

Mick Edwardson
01772 530290


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