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About twelve years ago, Tim Foster, assistant professor focusing on place branding, was contacted by the municipality of Lule\u00e5. Lule\u00e5 Municipality wanted to investigate what people think of Lule\u00e5 and whether they were planning on staying here. This was the start of a project in which Lule\u00e5 resident\u2019s feelings towards Lule\u00e5 were investigated. The conclusion to the project were that Lule\u00e5 was not considered a charming, sophisticated or friendly place. Twelve years later, Tim Foster and his research colleagues will once again carry out this survey to see how the image of Lule\u00e5 has changed.\u00a0<\/span><\/p>\n \u2013 <\/strong>It will be interesting to see how the view of Lule\u00e5 has changed over the past decade, especially since a lot has happened in Lule\u00e5 regarding the city\u2019s size, urban planning, but also the city\u2019s look ans feel, says Tim Foster.\u00a0<\/span><\/p>\n In addition to him, the research group consists of Maria Ek Styv\u00e9n, professor of marketing focusing on place branding, and Jeandri Robertson, assistant professor focusing on brands.\u00a0<\/span><\/p>\n \u00a0<\/p>\n Just like twelve ears ago, the project is a collaboration between Lule\u00e5 University of Technology and Lule\u00e5 Municipality.\u00a0<\/span><\/p>\n \u2013 <\/strong>In research, it is important to collaborate with external actors, since this allows us to spread our research more easily and our research is more useful if its used outside the walls of the university. As researchers, we must produce relevant and useful results that can be used by organisations. In this case, the biggest gain for Lule\u00e5 municipality will be that they get a picture of what the residents actually think of Lule\u00e5 in terms of the emotional factors. It is important to know how these emotional factors are connected with their intention to stay in Lule\u00e5, says Maria Ek Styv\u00e9n.\u00a0<\/span><\/p>\n The results from the previous study were presented to Lule\u00e5 municipality, the media and companies. Tim Foster spent eight months traveling around presenting the study and was out almost every week. The results were a contributing factor on the city\u2019s development, he believes.\u00a0<\/span><\/p>\n \u2013 <\/strong>I absolute believe that the data from the study helped to influence the development projects in Lule\u00e5. If we were not seen as charming or sophisticated but though and rugged, what would we have to do to become more charming and sophisticated? The survey was not the only reason why project such as the development of Norra hamn were carried out, but the survey was an influencing factor. These projects have made the city more sophisticated and more appealing, which has changed the city\u2019s image, he says.\u00a0<\/span><\/p>\n \u00a0<\/p>\n This time the survey will be digital and Tim Foster, Maria Ek Styv\u00e9n and Jeandri Robertson hope that as many people as possible will participate.\u00a0<\/span><\/p>\n \u2013 <\/strong><\/span>Lule\u00e5 Municipality will make better decisions if they give the citizens a voice in what happens with the development of Lule\u00e5. It is the people who work, live, go to school, raise their children and who invest their time in the place that creates Lule\u00e5. The know Lule\u00e5\u2019s brand best. We want everyone, regardless of background, to have the opportunity to have their voice heard. Everyone is important and your voice affects what happens in Lule\u00e5. In the previous survey, 1,800 respondent answered, which was 26 percent of those who hade received the survey. We hope that as many people as possible respond to the survey this time as well, says Tim Foster.\u00a0<\/span><\/p>\n \u00a0<\/p>\n<\/div>\nA collaboration between the university and the municipality\u00a0<\/h2>\n
A chance to make your voice heard\u00a0<\/h2>\n