The Department of Internal Affairs (The Department) wishes to enhance public participation in the local government process to achieve better long-term decision-making for sustainable communities.
In June 2006 quantitative research conducted by UMR for the Department identified four primary causes for non-participation in local government. These were: apathy, lack of time/not a priority, satisfaction (or not dissatisfied enough) and why bother/will not make a difference. Based on that research, Senate Communications drafted a Public Information Strategy which identified four priority target audiences that would provide greatest behaviour change and or influence on other audiences. These audiences were:
- Māori;
- 30 to 55 year olds;
- Youth;
- Businesses
As a result, the Department commissioned UMR Research to undertake qualitative research using focus groups to explore barriers and identify the factors that will motivate and enable two of these groups - Māori and the general public aged 30-55 years - to participate in local government.