What do people think about Christchurch?
Christchurch’s ability to attract and retain people, business and investment is dependent, in part, on how the city is perceived both within and outside of the city. Our locals can be our greatest champions, so their perception of Ōtautahi Christchurch is a key priority for ChristchurchNZ.
Our marketing, events promotion, advocacy and business growth activity are all aimed at ensuring Christchurch is known as a city with opportunities to be explored.
So, what did we do to gauge perceptions of Christchurch?
In May, ChristchurchNZ undertook a survey of 1100 residents and Kiwis across the country. The survey was done online through independent market research panels. Entitled Project Heartbeat, the survey included 500 Christchurch residents.
Among other factors, the survey asked people to describe the city using “attitudinal descriptors” – essentially, words that accurately describe your attitude towards the city. It also asked people to rate the city against a variety of statements, from it being a good place to raise a family, having a diverse population, and being an easy place to get around.
It also asked those who had visited the city for their reason for visiting, their satisfaction with their visit, and reasons to visit the city in the future.
What were the results?
There is a general positive association with Christchurch, with most people describing it as beautiful, progressive and exciting. This was the response across all audience groups – residents, recent and potential visitors, and potential migrants.
It was clear from the survey that challenges still exist within our local residents. More than 50 per cent of residents described the city as beautiful and progressive, nearly 60 per cent were proud of the city, and 54 per cent said they were positive about the future of Christchurch.
But only 30 per cent would advocate for living and visiting the city, and our younger people were the least comfortable of any age Group advocating for the city
Our survey results also indicated most domestic visitors to Christchurch are visiting family and friends, enjoy their time here, but do not become advocates of the city as a place to visit.
1 in 7 Kiwis are open to moving to Christchurch, with the quality of employment opportunities and the lower cost of living being the main drivers.
What is ChristchurchNZ doing off the back of these results?
This research is the beginning of an ongoing programme of work for ChristchurchNZ to help us identify target audiences and set our KPIs. These results, and our future research plans, are designed to give us a better understanding of what drives perception amongst the audiences we most want to attract to our city.
What is at the core of people’s thoughts of the city? How can we help to shift these perceptions to come in line with the progressive and amazing city we know Christchurch to be? How can our understanding of perceptions help inform city development?
This programme of work will help inform our marketing activity, as well as our work with partner agencies to make Christchurch a city where people and business want to be. We want to create a prosperous future for all those that currently, and in the future will, call this city home.
