EASTLAND COMMUNITY TRUST
Community Awareness
and Satisfaction Study
REPORT | AUGUST 2014
Photo credit: Flickr/Paul Ogle Jr
Photo credit: Flickr/Paul Ogle Jr
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Introduction, Objectives And Methodology
ECT was formed in May 1993 and is committed to assisting in creating a more positive, prosperous and attractive community.
They are the owners of the Eastland Group which run the port, power network and airport. Their key purposes are to preserve the
value of the capital of the Trust fund, and to provide for the people of Gisborne by focusing on supporting the business community
and encouraging economic growth.
Eastland Community Trust (ECT) commissioned Key Research to undertake a research project to gain an understanding
of community awareness, knowledge and satisfaction levels with the Trust and its activities. This research will provide
valuable insights to guide ECT’s strategic direction and benchmark information to measure progress going forward.
Research Objectives
• Measure community awareness and knowledge of ECT and its funding activities.
• Measure community satisfaction levels with ECT and its funding activities.
• Ascertain perceptions of the key strategic and economic issues facing the Eastland region.
• Evaluate perceptions of the main funding priorities for the Eastland region.
• Determine the activities that the community think ECT should be involved in funding.
Methodology
• A telephone survey of n=500 residents from Tairāwhiti.
• The sample of 500 has a maximum sampling error of +/-4.4% at the 95% level of confidence.
• Interviewing was undertaken from July 22nd to July 31st 2014.
• Quotas were set by ward, age and gender to represent the population across these demographic groups. Weighting was applied to ensure
the sample of respondents represented the age and gender of the population.
• Analysis was undertaken by ethnicity to assess differences between NZ European and NZ Māori respondents.
• The questionnaire was designed by Key Research in partnership with ECT.
2
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Executive Summary (I)
Perceptions of Tairāwhiti as a place to live and work
Satisfaction with Tairāwhiti as a place to live is high with 79% of respondents being satisfied or very satisfied. NZ European respondents (82%)
are slightly more satisfied that NZ Māori respondents (74%).
• Respondents feel that the beaches (34%) are what makes Tairāwhiti special and unique along with the feeling of safety and the friendly and
helpful community and people (29%).
• Over one half of respondents (51%) would like to preserve the natural environment in their local area and 11% would like to preserve the
parks and reserves. Other areas that respondents would like to preserve are the historical buildings, monuments and town history, the
Māori culture, language, heritage and local marae, and the vibe of the city and the culture.
Perceptions of Key Strategic and Economic Issues Facing the Eastland Region
Only one half of respondents (50%) who are currently employed in Tairāwhiti are satisfied with Tairāwhiti as a place to do business. NZ
European respondents (52%) are more satisfied than NZ Māori respondents (43%).
• Almost two thirds of respondents (63%) stated that unemployment levels is one of the most important strategic issues facing Tairāwhiti and
almost six in ten (59%) respondents stated that one of the most important economic issues facing Tairāwhiti is the need to attract new
business and investment.
• Over one third of respondents (36%) stated that the biggest issue facing the region is unemployment, followed by water quality (11%).
• When asked what they would like to change about Tairāwhiti, over one fifth (21%) of respondents stated that they would like better roads.
They would also like activities and entertainment for youth and families, more jobs and better or more employment opportunities, a railway
line and improvements to walkways and cycleways.
Community Awareness and Satisfaction with ECT
Overall there was a high awareness of ECT, nine out of ten (87%) respondents are aware of ECT. Significantly more NZ European respondents
(91%) are aware of ECT than NZ Māori respondents (75%).
• Almost six in ten (59%) respondents have heard of ECT through print media and magazines. Over one half (51%) of respondents are aware
ECT’s main role is to provide community funding.
• Of those respondents who are aware of ECT, 64% (excluding don’t know responses) are satisfied or very satisfied with ECT overall. The most
common reasons for satisfaction are that ECT do a good job (21%) and because they are helping the community (19%).
3
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Executive Summary (II)
Community Awareness and Satisfaction of ECT Funding Activities
• Of ECT’s funding activities the Eastland Rescue Helicopter Trust has the highest awareness with almost one third of respondents (29%)
mentioning it unprompted. Satisfaction with ECT’s involvement is high (86% satisfied or very satisfied).
• The next highest level of awareness of other activities and organisations is the War Memorial Theatre Trust (12% aware, 80% satisfied) and
the Navigations Project (10% aware, 62% satisfied).
Perceptions of Main Funding Priorities for the Eastland Region
The most important priority for ECT is projects that create jobs (75%). Secondary priorities include community and sporting facilities (57%)
and community groups and organisations (52%). When national and local events are combined, 57% of respondents stated that they are a
priority.
Activities ECT Should be Involved in
Almost one half of respondents see economic growth in the future as being achieved through having a larger variety of industries in Tairāwhiti.
ECT’s part in developing economic growth in Tairāwhiti includes providing financial support (22%) and encouraging local businesses (18%).
There is mixed response as to who would best influence government and who was most responsible for leading economic improvement.
• Almost one fifth (17%) of respondents stated that ECT would best influence the government and council on economic improvement. This is
similar to the amount that thought an agency set up to do this (23%) or a sector organisation (14%) would best influence the government.
• NZ Māori respondents are significantly more likely to state that Iwi groups would best influence government and council on economic
improvement and are most responsible for leading economic improvement while NZ European respondents favour an agency set up
specifically to do this.
4
Copyright © 2014 Key Research. Confidential and proprietary.
Perceptions of Tairāwhiti as a place to Live
and Work
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Almost eight out of ten (79%) respondents are satisfied or very satisfied with Tairāwhiti as a place to live.
Over one half of respondents (52%) choose to live in the Tairāwhiti because they were born here or grew up here.
Q2. Satisfaction with Tairāwhiti as a place to live
Born here / grew up here
Very satisfied
38%
79%
Neither
41%
Dissatisfied
22%
Lifestyle / climate / beaches / close distance to
everything
15%
For work / study
15%
Really friendly people / great place to raise a
family
3%
Own a farm / business here
2%
18%
2%1%
“Born here, but it has a lot to
offer. There is a variety of
recreational activities available.”
Male, 50 to 69 year s, New
Zealan d Eu r o p ean .
6
52%
Family / friends are here
Satisfied
Very dissatisfied
Q1. Why did you choose to live in Tairāwhiti ?
Low cost housing
1%
Had a holiday home here so made our stay
permanent / Retired here
1%
“I was born here. It is a personal
preference, my hometown, and a
cruisey lifestyle. It is a paradise.”
Fem ale, 50 to 69 year s, M āor i.
Copyright © 2014 Key Research. Confidential and proprietary.
n=500
“Family connections, weather, and
beaches.”
M ale, 30 to 49 year s, New
Zealan d Eu r op ean .
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
NZ European respondents (82%) are slightly more satisfied that NZ Māori respondents (74%) with Tairāwhiti as a place to live.
Q2. Satisfaction with Tairāwhiti as a place to live
Very satisfied
Q1. Why did you choose to live in Tairāwhiti ?
70%
Born here/ grew up here
36%
47%
18%
22%
Family / friends are here
45%
Satisfied
Lifestyle / climate / beaches / close
distance to everything
7%
18%
82%
74%
For work / study
7%
16%
Neither
29%
46%
Really friendly people / great place to raise
a family
Our farm / own a business is here
1%
3%
Low cost housing
1%
1%
Had a holiday home here so made our stay
permanent / Retired here
0%
2%
Dissatisfied
24%
15%
Very dissatisfied 2%
1%
NZ Māori
n=116
7
2%
1%
4%
3%
NZ European
n=371
Copyright © 2014 Key Research. Confidential and proprietary.
NZ Māori
n=116
NZ European
n=371
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Over one fifth (21%) of respondents are satisfied with Tairāwhiti as a place to live because it is an easy place to live and
there is everything that they need.
Q2. Satisfaction with Tairāwhiti as a place to live
Reasons for satisfaction
21%
I like it here / Easy place to live / Everything I need
Very satisfied
38%
Satisfied
79%
Beaches / Environment / Scenery
14%
Friendly people / Sense of community / Safe
14%
Good weather/climate
13%
Laid-back lifestyle / 'Small town vibe'
13%
11%
Born here / Have lived here a long time / Family/friends are here
Neither
9%
Good place to raise a family
41%
6%
Small city
Dissatisfied
Very dissatisfied
18%
2%1%
Easy to get from A to B / Everything is close / No traffic
5%
Events and activities / Outdoor recreation / Surf
5%
Amenities / Schools / Clubs/ Services and Facilities
4%
Work
4%
3%
“It's friendly, got great beaches,
and caring people.”
Fem ale, 50 to 69 year s, N Z
Eu r op ean .
Room for improvement
3%
Isolation (positive)
3%
Culture / Good mix of ethnicities
Other
“The beaches are beautiful, everything
you need is here, relaxed pace of living,
relaxed people, great climate.”
M ale, 50 to 69 year s, NZ Eu r op ean .
8
Copyright © 2014 Key Research. Confidential and proprietary.
2%
5%
n=500
“It’s got lovely beaches and a nice small
community and a warm climate with lots
of sunshine.”
Fem ale, 50 to 69 year s, NZ Eu r op ean .
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Only 3% of respondents are dissatisfied with Tairāwhiti as a place to live.
Q2. Satisfaction with Tairāwhiti as a
place to live
Reasons for dissatisfaction include…
•
•
•
•
Very satisfied
38%
Satisfied
A lack of employment and business/industry developments.
Gisborne District's isolation from other areas in the North Island.
Slow progression, or people perceiving that the region has ‘gone backwards’.
A need for more events and services for Gisborne’s youth.
Neither
41%
Dissatisfied
Very dissatisfied
“It is slow to change, and there is no
planning in the Council.”
“It used to be a good place, but
it has gone downhill.”
M ale, 30 to 49 year s, NZ Eu r op ean .
M ale, 50 to 69 year s, M āor i.
18%
2%
1%
3%
n=500
“Businesses are moving out of the area, big
businesses are taking over and the profits
are going out of the area.”
“There is nothing here for the children. We
wanted to set stuff up for the children, but
the Council won't let us.”
M ale, 70 year s an d over , NZ Eu r op ean .
Fem ale, 30 to 49 year s, NZ Eu r op ean .
“I don't like the isolation, and it's a long way
from our family. And it has poor, and limited,
employment prospects.”
M ale, 50 to 69 year s, NZ Eu r op ean .
9
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Almost one fifth (19%) of NZ Māori respondents and over one fifth (22%) of NZ European respondents are satisfied with
Tairāwhiti as a place to live because it is an easy place to live and there is everything that they need.
Q2. Satisfaction with Tairāwhiti as a place to live
Reasons for satisfaction
NZ Māori
Very satisfied
 I like it here / Easy place to live / Everything I need (19%)
36%
 Born here / Have lived here a long time / Family/friends
45%
Satisfied
are here (19%)
82%
74%
 Friendly people / Sense of community / Safe (13%)
Neither
29%
46%
 I like it here / Easy place to live / Everything I need (22%)
Dissatisfied
24%
Very dissatisfied
10
NZ European
2%1%
 Good weather/climate (16%)
15%
2%
1%
NZ Māori
NZ European
n=116
n=371
 Beaches / Environment / Scenery (16%)
n=500
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Respondents aged 70 years or over (91%) are more likely to be satisfied with Tairāwhiti as a place to live than those aged
18 to 29 years (66%). Respondents from Waipaoa Ward (89%) are more likely to be satisfied with Tairāwhiti as a place to
live than those from Matakaoa-Waiapu (77%).
Q2. Satisfaction with Tairāwhiti as a place to live
Below average
Differences by Age:
18 to 29 years
66%
% Satisfied +
Very Satisfied
79%
Above average
70 years or over
91%
n = 73
n = 55
Below average
Differences by Ward:
MatakaoaWaiapu
77%
% Satisfied +
Very Satisfied
79%
Above average
Waipaoa Ward
n = 44
n = 30
11
89%
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Differences across Demographic and Geographic Groups
Q2. Satisfaction with Tairāwhiti as a place to live
Percentage satisfied (4-5)
N=
Male
78%
240
Female
80%
260
18 to 29 years
66%
55
30 to 49 years
80%
187
50 to 69 years
78%
185
70 years +
91%
73
Gisborne Ward
78%
341
78%
48
Waipaoa Ward
86%
44
Tawhiti-Uawa Ward
80%
37
Matakaoa-Waiapu
77%
30
Taruheru-Patutahi Ward
12
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Over two thirds of respondents (68%) are currently employed in Tairāwhiti with 43% of those respondents choosing to
work in Tairāwhiti because this is where they want to live and have family.
Q4. Are you currently employed in Tairāwhiti?
32%
68%
No
n=500
Yes
Q5. Why do you choose to work in Tairāwhiti?
43%
Lived here all my life / family here / I live here
12%
It's a family business / self employed
They pay me / to pay my bills / to support my family
8%
Only job I can get is here / I have to / this is where the work was
8%
6%
Applied for and got the job I wanted
Specialist role / found the job I wanted
2%
Convenience / income goes further
2%
Offered a job here
2%
Other
“I'm self employed with a good business.”
Fem ale, 30 to 49 year s, NZ M āor i.
“I live in Gisborne and living and working
here means I get to enjoy all the things
Gisborne has to offer.”
3%
5%
n=374
13
M ale, 30 to 49 year s, NZ
Eu r op ean .
7%
Like the lifestyle / work conditions
Don't know
“Because this is where I live and I
have got a good job here.”
Copyright © 2014 Key Research. Confidential and proprietary.
M ale, 50 to 69 year s, NZ Eu r op ean .
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
NZ Māori respondents (64%) are slightly less likely to currently work in Tairāwhiti when compared to NZ European
respondents (69%).
Q4. Are you currently employed in Tairāwhiti?
NZ Māori
36%
64%
n=116
NZ European
n=371
31%
69%
No
Yes
Q5. Why do you choose to work in Tairāwhiti?
Lived here all my life / family here / I live here
Only job I can get is here / I have to / this is where the work was
It's a family business / self employed
Like the lifestyle / work conditions
Applied for and got the job I wanted
They pay me / to pay my bills / to support my family
Convenience / income goes further
Specialist role / found the job I wanted
Offered a job here
Don't know
Other
14
41%
9%
8%
7%
6%
7%
6%
6%
5%
9%
3%
1%
2%
2%
0%
2%
3%
3%
9%
3%
Copyright © 2014 Key Research. Confidential and proprietary.
45%
13%
NZ Māori
n=83
NZ European
n=285
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
68% of respondents are currently employed in Tairāwhiti. One half of those respondents (50%) are satisfied or very
satisfied with Tairāwhiti as a place to do business.
Q6. Satisfaction with Tairāwhiti as a place to do business
Very satisfied
Reasons for satisfaction
19%
I like living here / people are good here / great community
18%
11%
My business prospers here
Satisfied
50%
Neither
In the farming / forestry/ horticulture industry
Dissatisfied
31%
Don't know
1%
Hospitality is great / good local businesses
1%
Lifestyle / lots of things to do
1%
10%
Other
12%
n=374
“Because it's very easy to do business. Not
very many barriers. Surprisingly, the Council
are very good to make things happen.”
M ale, 50 to 69 year s, NZ M āor i.
Reasons for dissatisfaction
Don't know
2%
“I find that the people are really friendly and
are willing to spread the word round for you.”
Fem ale, 18 to 29 year s, NZ Eu r op ean .
Needs more variety of shops / supplies
Hard to start a business here / too much red tape / Skilled labour shortage
Small town / city is very isolated / very small population
Low standard of income here / expensive to live / racist elements here
Businesses / employers exploit you
Needs more industry here / need a stronger economically developed area
You can't get a lot of things here in Gisborne
Needs more jobs / higher wages
Other
15
3%
I work for family
Very dissatisfied
10%
2%
7%
4%
Small town / Community knows each other
32%
4%
3%
2%
1%
1%
1%
1%
1%
2%
“Everyone is helpful, they go that extra mile.”
Fem ale, 30 to 49 year s, NZ M āor i.
“It would be good to have some better shops, a bit more choice on
the highstreet, more than The Warehouse and Farmers. Maybe
some more clothes shops and another supermarket, a New World as
a choice to Pak’nSAVE and Countdown.”
Fem ale, 30 to 49 year s, NZ Eu r op ean .
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Employed NZ European respondents (52%) are more satisfied than employed NZ Māori respondents (43%) with Tairāwhiti
as a place to do business.
Q6. Satisfaction with Tairāwhiti as a place to do
business
Very satisfied
18%
19%
NZ Māori
43%
52%
Satisfied
24%
Reasons for satisfaction
 I like living here/ people are good here / great community
(19%)
34%
 Small town Community knows each other (15%)
Neither
NZ European
Dissatisfied
 I like living here/ people are good here / great community
34%
30%
Very dissatisfied
 My business prospers here (8%)
11%
Don't know
16
(10%)
1%
9%
10%
2%
7%
NZ Māori
n=83
NZ European
n=285
n=374
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Respondents from Waipaoa Ward (68%) are more likely to be satisfied than those from Matakaoa-Waiapu (34%).
Q6. Satisfaction with Tairāwhiti as a place to do business
Below average
Differences by Age:
18 to 29 years
46%
% Satisfied +
Very Satisfied
50%
Above average
70 years or over
54%
n = 32
n = 33
Below average
Differences by Ward:
MatakaoaWaiapu
34%
% Satisfied +
Very Satisfied
50%
Above average
Waipaoa Ward
n = 29
n =19
17
68%
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Differences across Demographic and Geographic Groups
Q6. Satisfaction with Tairāwhiti as a place to do business
Percentage satisfied (4-5)
N=
Male
50%
186
Female
49%
189
18 to 29 years
46%
33
30 to 49 years
48%
164
50 to 69 years
52%
76
70 years +
54%
32
Gisborne Ward
48%
253
60%
43
Waipaoa Ward
68%
29
Tawhiti-Uawa Ward
43%
30
Matakaoa-Waiapu
34%
19
Taruheru-Patutahi Ward
18
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Over one third (34%) of respondents stated that the beaches are what makes Gisborne District special and unique,
followed by the feeling of safety and the friendly and helpful community and people (29%).
Q8. What is unique and special about Gisborne District?
34%
Beaches
29%
Feeling of safety / friendly, helpful community / people
20%
Climate
18%
The isolation
14%
Laid back /casual lifestyle / not rushed / quiet
Lifestyle
12%
Cultural mix
11%
Weather
9%
Beautiful scenery and places to visit
8%
Everything is close and handy / events
4%
It's home to me / My Turangawaewae
3%
Great for the family / great for kids
3%
Fishing / Hunting
3%
Just happy here
3%
Surfing
2%
Wine
1%
Needs more people / locals
1%
19
Fem ale, 50 to 69 year s, NZ Eu r op ean .
“The beaches, the whole atmosphere is
friendly, lots of clubs, scenery, sunshine,
and Gisborne is first to see the sun.”
Fem ale, 50 to 69 year s, NZ Eu r op ean .
“The beaches, the sunshine, the
slow way of living without being
hassled when going from A to B.”
Fem ale, 70 year s or over , NZ
Eu r op ean .
9%
Other
Don't know
“Beautiful, safe beaches, the
sunshine hours, and the friendliness
of people who live here. I like the
ethnic mix also.”
3%
n=500
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
NZ Māori respondents are more likely to state that the feeling of safety and the friendly and helpful community and
people (32%) is what is special and unique about Tairāwhiti while NZ European respondents are more likely to state that it
is the beaches (35%).
Q8. What is unique and special about Tairāwhiti?
32%
28%
30%
35%
Feeling of safety / friendly, helpful community /people
Beaches
Cultural mix
16%
10%
16%
Climate
12%
The isolation
It's home to me / My Turangawaewae
1%
Lifestyle
Weather
Laid back /casual lifestyle is for me / not rushed / quiet
Great for the family / family feeling/ great for kids
Just happy here
Surfing
Fishing/Hunting
Wine
Everything is close and handy/ events
Needs more people / locals
Diving
4%
2%
4%
2%
3%
2%
2%
3%
1%
1%
1%
5%
1%
1%
1%
0%
Don't know
20
15%
NZ Māori
n=116
NZ European
n=371
10%
8%
Other
19%
11%
10%
8%
9%
12%
9%
9%
9%
Beautiful scenery and places to visit
21%
2%
3%
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Over one half of respondents (51%) would like to preserve the natural environment in their local area.
Q9. What would you like to preserve in your local
area?
“All of them” (8 responses)
Botanical Gardens (8)
Beaches (143 responses)
Rivers (40)
Native Bush (34)
The natural environment
Parks and reserves
Overall 51% (253 responses)
NZ Māori – 41% (48)
NZ European – 54% (201)
Overall 11% (56 responses)
NZ Māori – 13% (15)
NZ European – 11% (40)
Other responses
21
NZ Māori
n=
Historical buildings / monuments / town history (48)
Māori culture / language / heritage / local marae (43)
The vibe of the city / the culture (36)
Community organisations and local clubs (24)
Local Sports Clubs (e.g. Golf, Bowling, Tennis, Yoga) (9)
Local Clubs and Societies (e.g. Hobby Groups) (7)
Community Support Organisations (e.g. Community Housing, YMCA) (6)
Churches (2)
Railway lines / roads (17)
Walkways / cycleways / activities for youth / families (16)
Schools and other Educational Centres (13)
Employment / healthcare (10)
Camping grounds / Overall cleanliness (9)
Local Events (5)
n=500
Copyright © 2014 Key Research. Confidential and proprietary.
11
24
6
4
2
1
1
0
1
6
5
5
2
0
n=116
NZ European
n=
35
16
28
19
7
6
4
2
16
9
5
5
7
5
n=371
Perceptions of Key Strategic and Economic
Issues Facing the Eastland Region
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Almost two thirds of respondents (63%) stated that unemployment levels are one of the most important strategic issues
facing Tairāwhiti. Almost six in ten (59%) of respondents stated that one of the most important economic issues facing
Tairāwhiti is the need to attract new business and investment.
Q20. Economic issues
Q19. Strategic issues
Unemployment levels, not enough jobs
19%
15%
Drug and alcohol abuse
16%
19%
14%
Poor access to hospital and medical
services
Secondary schools not performing well
Too few tertiary education options
Other
23
12%
16%
16%
10%
11%
10%
Need to encourage innovation
10%
13%
14%
Lack of support for small business
owners
5%
5%
6%
5%
3%
4%
12%
13%
13%
Need to attract and retain skilled
workforce
5%
7%
7%
3%
3%
5%
15%
13%
Need for more opportunities for skills
training/ education
6%
7%
9%
Need to promote industrial and business
land opportunities
First choice
Second choice
Third choice
Other
59%
20%
Lack of job opportunities
9%
8%
10%
Regional transport
16%
17%
investment
10%
12%
12%
High crime levels
26%
63% Need to attract new business and
12%
14%
13%
Low wage levels, enough jobs but low
pay rates
Not enough activities for people to do
29%
6%
10%
9%
4%
2%
3%
First choice
Second choice
Third choice
n=500
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Unemployment levels is ranked as the most important strategic issues facing Tairāwhiti by NZ European and NZ Māori
respondents. The most important economic issues facing Tairāwhiti is the need to attract new business and investment for
NZ European respondents while for NZ Māori respondents, it is the Lack of job opportunities.
Q20. Economic issues
Q19. Strategic issues
Overall
NZ Māori
NZ European
1
Unemployment levels,
not enough jobs
Unemployment levels,
not enough jobs
Unemployment levels,
not enough jobs
2
Drug and alcohol abuse Drug and alcohol abuse Drug and alcohol abuse
3
Low wage levels,
enough jobs but low
pay rates
Low wage levels,
enough jobs but low
pay rates
Low wage levels,
enough jobs but low
pay rates
High crime levels
Poor access to hospital
and medical services
High crime levels
4
Overall
1
Need to attract new
business and
investment
2
Lack of job
opportunities
3
4
NZ Māori
Lack of job
opportunities
Need to attract new
business and
investment
Need for more
Need to attract and
opportunities for skills
retain skilled workforce
training/ education
Need for more
Lack of support for
opportunities for skills
small business owners
training/ education
NZ European
Need to attract new
business and
investment
Lack of job
opportunities
Need to attract and
retain skilled workforce
Need for more
opportunities for skills
training/ education
5
Regional transport
High crime levels
Regional transport
6
Not enough activities
for people to do
Not enough activities
for people to do
Not enough activities
for people to do
5
Lack of support for
small business owners
Need to attract and
Lack of support for
retain skilled workforce small business owners
7
Poor access to hospital
and medical services
Regional transport
Secondary schools not
performing well
6
Need to encourage
innovation
Need to encourage
innovation
Need to encourage
innovation
8
Secondary schools not
performing well
Too few tertiary
education options
Poor access to hospital
and medical services
7
Need to promote
industrial and business
land opportunities
Need to promote
industrial and business
land opportunities
Need to promote
industrial and business
land opportunities
9
Too few tertiary
education options
Secondary schools not
performing well
Too few tertiary
education options
n=500
n=116
n=371
n=500
n=116
n=371
Summed ranking. Ranking is based on allocating each issue with a score of one to three. If the issue was chosen first, a
score of three is allocated, if it was chosen second a score of two is allocated and if it was chosen third a score of one
was allocated. These scores are thenCopyright
summed
to get an overall ranking of the importance of the issue.
24
© 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Over one third of respondents (36%) stated that the biggest issue facing the region is unemployment followed by water
quality (11%). NZ European respondents were more likely to state that unemployment is the biggest issue than NZ Māori
respondents.
Q11. What is the biggest issue this region faces?
Unemployment
Water quality/usage/waterways pollution
Overall 36% (178 responses)
NZ Māori – 29% (33)
NZ European – 36% (135)
Overall 11% (56 responses)
NZ Māori – 15% (17)
NZ European – 10% (38)
Overall
Rising crime rate / gangs / drug / alcohol issues (44)
Cost of living / housing / economic climate (43)
Access to education / tertiary education (41)
Roading issues / access to the area (38)
Shrinking population / aging population (26)
Not enough for youth (26)
Aging infrastructure / isolation due to lack of roads / railway line (18)
NZ European
n=
13
16
12
6
2
7
2
29
26
27
32
24
19
16
n=116
n=500
25
NZ Māori
n=
Copyright © 2014 Key Research. Confidential and proprietary.
n=371
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
When asked what they would like to change about Tairāwhiti, over one fifth (21%) of respondents stated that they would
like better roads.
Q10. What would you like to change about
Tairāwhiti?
Better roads
Activities / entertainment for youth / families
Overall 21% (104 responses)
NZ Māori – 19% (22)
NZ European – 21% (77)
Overall 20% (101 responses)
NZ Māori – 16% (19)
NZ European – 21% (77)
Other responses
More jobs / better / more employment opportunities (49)
Railway line (48)
Improve / more walkways/cycleways (45)
Clean up / upgrade CBD / beaches / rivers (42)
Sporting / events centre (39)
Make Gisborne more appealing to tourists (20)
Improve sewerage system (13)
More / bigger variety of shops / food establishments in CBD (10)
NZ European
n=
19
5
6
12
6
3
2
0
30
40
38
31
30
17
12
10
n=116
n=500
26
NZ Māori
n=
Copyright © 2014 Key Research. Confidential and proprietary.
n=371
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Q10. What would you like to change about Tairāwhiti?
Better Roads (21%) (I)
Roading. (9)
tour from Gisborne, the railway, transportations.
Roading. More reliable roads in and out of Gisborne. (3)
I travel a lot of rural roads so I would like some of the roads fixed probably.
Improve the roads. (2)
I would like easier access to get in and out of Gisborne.
Better roading. (2)
I'd do some work on the roads, especially the country roads, and the footpaths.
A big tidy up for the whole town, infrastructure, roads. Add a plaza or a business
Putting more into doing it right the first time so it doesn't need to be repaired. They're
centre where we can attract more businesses.
more important than the walkways they're building.
A faster road out to the Gisborne airport, so that I could take off. Different people
Improve the infrastructure; walkways pathways, sewerage, and roads.
have different needs. I can't think of something that a person would want that is not Improve the roading.
here.
Improve the roads like State Highway 35 and local roads.
A road or a railway street from the forestry to the port where they take all the log.
Improving our roads and more things to do for young people and I would put in more
Access to the area, gorge road to Napier. Access in for people and new ideas.
rehabilitation programmes for re offenders.
Better roads and cleaner beaches.
Improving the roads in and out of Gisborne. I know the railway is a bone of contention.
Better roads and footpaths.
The roads are going to always be the main transport link in and out of Gisborne.
Better roads and general facilities in the district.
Infrastructure, internet and roading to the highways.
Better roads in and out, so you can go on a holiday without risking your life.
Infrastructure. Poor roading. Road access is limited. Health service.
Better roads, general infrastructure, and taking care of what is already here.
Library needs to be larger. Roads are not the best in and out. All the newly renovated
Better shopping, and roading.
places to be finished off. Better shopping areas.
Ease of getting out as it is very isolated. Break barriers. Move in and out at lesser cost Money invested in helicopter trust so it doesn’t have to fundraise. Roading north of
and with more ease.
Gisborne and inland. Tarseal the road to Lake Waikaremoana and install a rural
Encourage more industry here. This would encourage more families and tourism which broadband wire system.
means more money, better facilities for youth, reopen the railway line. Spend some More cheap flights in and out of Gisborne. More activities for young people and
money on roading.
teenagers, parks and developments like mini theme parks and touristy things.
Fix the rail line. Spend money on the roads.
More for Māori youth, and roading, as logging trucks make the roads bad.
Fix up our roads, as they are appalling.
More industry. Roads are bad, so make it easier to get to.
Get rid of the logs, and extend the port facility, and roading.
More jobs. More road works.
Get the logging trucks off the road or move the port.
More walkways. Improve the roads.
Getting the rail sorted and upgrading the East Coast roads, as they are shocking.
Nothing except the roads south are a bit iffy at the moment. It seems silly to have a
Developing the wharf area for the increase in cruise ships, and making it a new
railway in mid air without doing anything. I would put the rail line back in. I use to drive
venture.
from here to Napier to go to the doctors as there was no one here that could help him,
Groom the beaches. Maintain the public amenities, improve the road for the logging now we are fighting with stock and timber trucks and the roads are fairly narrow.
companies.
Probably roading. Roading here is a mess.
I guess road, our roads north and south of Gisborne are terrible. More business
Probably the appearance of the main street and roading.
opportunities. Use of natural resources. The oil off the coast.
Probably the roads and more ways to get to Gisborne.
I guess roading will be a good thing or maybe improve the airport perhaps, travelling Remove rubbish from the beach, and roading needs a little work.
27
n=500
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Q10. What would you like to change about Tairāwhiti?
Better Roads (21%) (II)
Roading and cycle tracks.
Roading and infrastructure.
Roading could do with a hand and perhaps my needs are less now that I am older.
Roading infrastructure.
Roading needs improving, reduce isolation.
Roading needs upkeep and fixing. Upgrade the public toilets.
Roading network.
Roading sorted. Services good at the hospital. Sewerage needs to be looked at.
Roading system.
Roading to make it more accessible and get rid of a lot of gravel roads. Recreation
facilities boat ramps, parks and the like.
Roading, and deal with the riff raff snivelling around town.
Roading, housing keeping the place tidy.
Roading, more activities for youth, bus shelters for country kids, a cultural centre.
Roading. Bowling place or entertainment centre other than bar or restaurant.
Roading. Bright lights down the main street.
Roading. Do some sort of education for everybody on the coast, for example
scholarships, that kind of thing.
Roading. East Coast roads and roads coming into Gisborne.
Roading. Gisborne is three and a half hours from a large town and the roading is poor,
roads need widening and straightening.
Roads and schooling.
Roads in the country.
Roads need to be better.
Roads north of Gisborne up the East Coast.
Roads, and youth entertainment.
Roads, district wide, rural, state highway.
28
Roads, need a super highway to bring in more people.
Roads. Further enhancing the walkways and cycleways. Better building of log roads
and ring roading for logging trucks.
Sewerage, roading, producing an area for rowing, kayaking, sporting things to drag
people back in for being a holiday area.
Some places in our town we need to be beautified. Public toilets. Doing a bit more
fixing of the roads is the biggest thing, as logging trucks are taking over the roads.
Straightening out the road, south section from Wairoa South to Napier.
The coast made better. We have all these nice beaches, and if tourists are going to go
there, they need to get there safely. The roading is shocking. Footpaths and drainage.
The drains are always full of rubbish on the way into Gisborne. The city needs to be
attractive, if we're to be proud of it.
The railway, and get trucks off the road.
The road between Te Araroa and Gisborne.
The road works completed, more housing.
The roads could be better maintained.
The roads in and out.
The roads, and putting more money into education, for example better quality
resources, human resources included.
The roads, the footpaths and the local toilets.
The roads.
The roads. Fixing them up.
Upgrade the roads.
Upgrade War Memorial Hall, and look at more variety of entertainment.
Upgrading of infrastructure and roading Waipoa flood control systems.
Would get rid of all forestry so roads are good.
Youth programs for troubled youth and roading.
n=500
Copyright © 2014 Key Research. Confidential and proprietary.
Community Awareness and Satisfaction with
ECT
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
There was a high awareness of ECT with almost nine out of ten (87%) respondents having heard of ECT before this survey.
Almost six in ten (59%) respondents have heard of ECT through print media and magazines. Over one half (51%) of
respondents think that ECT’s main role is to provide community funding.
Q12. Have you heard of ECT before this survey?
Q13. What is it that you think ECT does?
Community funding
13%
51%
Provide grants
17%
Yes
Previously old power board who now are a charitable trust
5%
No
Supports/funds rescue helicopter
5%
87%
Charitable Trust
3%
Promotes the area
3%
Other
Don't know
10%
12%
Q16. Where have you heard about ECT?
Print media/Magazines
Radio
Friends and family
Received funding from ECT
Events
TV
Internet / online / websites
Annual report
Social media
Other
30
59%
14%
8%
4%
3%
2%
2%
1%
1%
News. (5)
TV One. (2)
Ads.
Local channels.
Probably TV2, at
about 19:00 - 20:00.
34%
n=500
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Significantly more NZ European respondents (91%) have heard about ECT before this survey than NZ Māori respondents
(75%).
Q12. Have you heard of ECT before this survey?
Q13. What is it that you think ECT does?
53%
51%
Community funding
17%
17%
Provide grants
Supports/funds rescue helicopter
Yes
Charitable Trust
75%
91%
Previously old power board who now are a charitable trust
Promotes the area
No
Other
Don't know/not sure
9%
n=116
31
n=116
NZ Māori
NZ European n=371
12%
8%
13%
Q16. Where have you heard about ECT?
25%
NZ Māori
5%
4%
5%
3%
2%
6%
2%
3%
5%
NZ European
n=371
Print media/Magazines
Radio
Friends and family
Received funding from ECT
Events
Internet / online / websites
Social media
TV
Annual report
Other
49%
5%
5%
62%
17%
9%
5%
4%
3%
4%
3%
2%
2%
0%
1%
3%
0%
1%
Copyright © 2014 Key Research. Confidential and proprietary.
32%
35%
NZ Māori
n=116
NZ European
n=371
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Respondents aged 18 to 29 years (61%) are less likely to be aware of ECT than respondents in other age groups.
Q12. Have you heard of ECT before this survey?
Below average
Differences by Age:
18 to 29 years
61%
% Yes
87%
n = 55
Below average
Differences by Ward:
MatakaoaWaiapu
80%
% Yes
87%
Above average
50 to 69 years
93%
n = 185
70 years or over
92%
n = 73
Above average
TaruheruPatutahi Ward
n = 48
n =30
32
92%
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Differences across Demographic and Geographic Groups
Q12. Have you heard of ECT before this survey?
Percentage yes
N=
Male
89%
240
Female
87%
260
18 to 29 years
61%
55
30 to 49 years
88%
187
50 to 69 years
93%
185
70 years +
92%
73
Gisborne Ward
89%
341
92%
48
Waipaoa Ward
83%
44
Tawhiti-Uawa Ward
84%
37
Matakaoa-Waiapu
80%
30
Taruheru-Patutahi Ward
33
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Almost two thirds (64%) of respondents (excluding don’t know responses) are satisfied or very satisfied overall with ECT. The
most common themes for satisfaction are that they do a good job (21%) and because they are helping the community (19%).
Q14. What is your overall satisfaction with ECT?
Very satisfied
Reasons for satisfaction
Satisfied
64%
Because I have recieved funding / support the projects
they fund
Dissatisfied
From what I have read / heard
26%
Very dissatisfied
6%
5%
8%
3%
14%
Other
11%
“I'm impressed with the local acts of
charity and involvement they have
had with the community.”
Reasons for dissatisfaction
Because I have missed out on funding / I don't support projects they have
funded
2%
The board are a law unto themselves / old boys club
2%
Because I don't know enough about what they do
1%
Don't connect with community enough / more transparency
1%
Other
34
19%
Because they're helping the community
39%
Neither
21%
They do a good job
25%
Fem ale, 70 year s an d over , NZ
Eu r op ean .
“They're trying their best, they are trying to help
the community and with sports, and they are
helping Council with bits and pieces. It all ties in to
promote our district.”
Fem ale, 70 year s an d over , NZ Eu r op ean .
4%
Copyright © 2014 Key Research. Confidential and proprietary.
n=347
(excluding don’t know responses)
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
NZ European respondents (65%) are slightly more satisfied with ECT overall than NZ Māori respondents (61%).
Q14. What is your overall satisfaction with ECT?
Very satisfied
Reasons for satisfaction
NZ Māori
25%
25%
61%
Satisfied
36%
 Because they're helping the community (21%)
65%
40%
Neither
 They do a good job (20%)
NZ European
 They do a good job (21%)
 Because they're helping the community (19%)
Dissatisfied
Very dissatisfied
30%
24%
5%
3%
5%
5%
NZ Māori
NZ European
n=67
35
n=269
Copyright © 2014 Key Research. Confidential and proprietary.
n=347
(excluding don’t know responses)
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Respondents aged 70 years and over (69%) and those from Waipaoa Ward (73%) are more likely to be satisfied with ECT
overall.
Q14. What is your overall satisfaction with ECT?
Below average
Differences by Age:
18 to 29 years
48%
% Satisfied +
Very Satisfied
(excl. DK)
64%
Above average
70 years or over
69%
n = 56
n = 22
Below average
Differences by Ward:
n =16
n =38
36
Matakaoa-Waiapu
60%
Taruheru-Patutahi
60%
% Satisfied +
Very Satisfied
(excl. DK)
64%
Above average
Waipaoa Ward
Copyright © 2014 Key Research. Confidential and proprietary.
73%
n = 24
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Differences across Demographic and Geographic Groups
Q14. What is your overall satisfaction with ECT?
Percentage satisfied (4-5)
N=
Male
64%
185
Female
65%
162
18 to 29 years
48%
22
30 to 49 years
67%
139
50 to 69 years
62%
129
70 years +
69%
56
Gisborne Ward
64%
246
60%
38
Waipaoa Ward
73%
24
Tawhiti-Uawa Ward
62%
24
Matakaoa-Waiapu
60%
16
Taruheru-Patutahi Ward
37
Copyright © 2014 Key Research. Confidential and proprietary.
Community Awareness and Satisfaction of ECT
Funding Activities
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Almost one third of respondents (28%) were aware that ECT fund the Eastland Rescue Helicopter Trust (unprompted). Of
these respondents, 86% are satisfied or very satisfied with ECT’s involvement in funding the Eastland Rescue Helicopter Trust .
Q17. What ECT funding activities and organisations are you aware of?
Eastland Rescue Helicopter Trust
29%
War Memorial Theatre Trust
12%
Navigations Project
10%
Home Insulation
6%
Waikanae Surf Club
4%
N=
86%
142
80%
59
62%
43
88%
28*
72%
22*
Artificial Turf at Harry Barker Reserve
3%
80%
15*
Chelsea Hospital Trust / Tairawhiti District Health (TDH)
3%
58%
15*
Hospice
* Low base size
2%
Economic Development Agency
1%
Gisborne District Council (Gigatown)
1%
Community Endowment Fund
1%
Eastwoodhill Trust Board
1%
C Company Building Project
1%
Eastland Triathlon Club
1%
Other
Don't know
39
% Satisfied
37%
27%
n=500
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
NZ European respondents (30%) and NZ Māori respondents (26%) were most likely to be aware that ECT fund the Eastland
Rescue Helicopter Trust (unprompted).
Q17. What ECT funding activities and organisations are you aware of?
NZ Māori
40
NZ European
% aware
% satisfied
% aware
% satisfied
Eastland Rescue Helicopter Trust
26%
91% (n=30)
30%
86% (n=108)
Navigations Project
9%
57% (n=10)
10%
64% (n=33)
War Memorial Theatre Trust
8%
62% (n=9)
13%
85% (n=48)
Home Insulation
6%
89% (n=6)
6%
87% (n=20)
Chelsea Hospital Trust / Tairāwhiti District Health (TDH)
6%
58% (n=6)
2%
58% (n=8)
Artificial Turf at Harry Barker Reserve
3%
100% (n=3)
4%
76% (n=12)
Community Endowment Fund
2%
0% (n=2)
1%
46% (n=3)
Economic Development Agency
2%
50% (n=2)
1%
50% (n=3)
Waikanae Surf Club
2%
66% (n=3)
5%
75% (n=17)
C Company Building Project
1%
100% (n=1)
1%
100% (n=4)
Eastland Triathlon Club
1%
0% (n=1)
1%
68% (n=3)
Hospice
1%
100% (n=1)
2%
60% (n=8)
Eastwoodhill Trust Board
0%
-
1%
64% (n=5)
Gisborne District Council (Gigatown)
0%
-
1%
64% (n=5)
n=500
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Q17. What ECT funding activities and organisations are you aware of?
‘Other’ responses…
41
Copyright © 2014 Key Research. Confidential and proprietary.
Perceptions of Main Funding Priorities for the
Eastland Region
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Three quarters of respondents (75%) stated that the most important areas for ECT to fund are projects that create jobs.
Q25. Most important areas or organisations for ECT to fund?
Projects that create jobs
75%
Community and sporting facilities
57%
Community groups and organisations
52%
National events coming to Gisborne
47%
Local events
40%
Council projects
Other
43
National and / or Local events
57%
29%
16%
n=500
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Differences across Demographic and Geographic Groups
Q25. Most important areas or organisations for ECT to fund?
Projects that
created jobs
44
Community and Community groups National Events
Sporting Facilities and organisations coming to Gisborne
Local Events
Council projects
N=
NZ European
75%
55%
48%
48%
37%
27%
376
NZ Māori
78%
61%
62%
47%
47%
37%
113
Male
72%
56%
49%
45%
34%
28%
240
Female
78%
58%
54%
49%
46%
29%
260
18 to 29 years
79%
73%
61%
53%
52%
34%
55
30 to 49 years
76%
66%
58%
50%
43%
30%
187
50 to 69 years
75%
51%
50%
45%
39%
28%
185
70 years +
71%
38%
31%
39%
29%
24%
73
Gisborne Ward
75%
58%
51%
48%
42%
29%
341
Taruheru-Patutahi
Ward
72%
56%
52%
48%
41%
25%
48
Waipaoa Ward
82%
56%
38%
44%
34%
24%
44
Tawhiti-Uawa Ward
57%
57%
61%
41%
34%
26%
37
Matakaoa-Waiapu
53%
53%
65%
39%
37%
50%
30
Copyright © 2014 Key Research. Confidential and proprietary.
Activities ECT Should be Involved in
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Respondents were spread in who they thought would best influence government and were most responsible for leading
economic improvement.
Q22. Which of the following groups or organisations would best influence government and council on
economic improvement?
Iwi groups
10% 10%
Chamber of Commerce
12%
14%
14%
23%
Sector organisations such as Tourism Eastland, Wood Council
ECT
An agency set up specifically to do this e.g. an Economic Development Agency (EDA)
Other
17%
I don’t know
n=500
Q23. And, which of the following are most responsible for leading economic improvement?
18%
Iwi groups
8%
Chamber of Commerce
15%
12%
ECT
14%
18%
46
Sector organisations such as Tourism Eastland, Wood Council
14%
An agency set up specifically to do this e.g. an Economic Development Agency (EDA)
Other
I don’t know
n=500
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
NZ Māori respondents were significantly more likely to state that Iwi groups would best influence government and council
on economic improvement and are most responsible for leading economic improvement while NZ European respondents
favour an agency set up specifically to do this.
Q22. Which of the following groups or organisations would best influence government and council on
economic improvement?
Iwi groups
11% 6%
9%
24%
14%
12%
20%
Chamber of Commerce
6%
10%
13%
15%
An agency set up specifically to do this e.g. an
Economic Development Agency (EDA)
Other
26%
16%
19%
NZ Māori
NZ European
n=116
n=371
Sector organisations such as Tourism
Eastland, Wood Council
ECT
I don’t know
Q23. And, which of the following are most responsible for leading economic improvement?
Iwi groups
16%
4%
19%
23%
11%
11%
16%
13%
15%
14%
10%
16%
NZ Māori
47
n=116
19%
14%
NZ European
n=371
Chamber of Commerce
Sector organisations such as Tourism Eastland,
Wood Council
ECT
An agency set up specifically to do this e.g. an
Economic Development Agency (EDA)
Other
I don’t know
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Almost one half of respondents see economic growth in the future as being achieved through having a larger variety of
industries in the local area. Over one fifth (22%) of respondents see ECT’s part in developing economic growth in
Tairāwhiti as providing financial support.
Q21. Economic Growth in the Future
A larger variety of industries in
the local area
14%
13%
Less unemployed people
12%
48
13%
10%
9%
3%
5%
6%
3%
3%
Encourage local businesses
18%
Get more involved in the community
18%
First choice
Promote Gisborne
9%
Provide training opportunities
8%
Create employment opportunities
8%
Run workshops to increase local skill base
8%
7%
Improve land and infrastructure
6%
Be more transparent when working
6%
Continue as normal
6%
Provide more community activities
2%
Encourage more tourism
2%
Second choice
9%
12%
Become an advisor
8%
6%
5%
22%
Collaborate with positive business partners
14%
11%
Higher wages
Other
16%
17%
9%
More skilled workers
Shorter unemployment duration
49%
13%
12%
12%
More commercial activity
Provide financial support
22%
14%
11%
16%
Improved workforce attraction
and retention
Less personal debt
Q24. ECT’s part in Economic Growth
Third choice
Other
Don't know
7%
26%
n=500
Copyright © 2014 Key Research. Confidential and proprietary.
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
A larger variety of industries in the local area is ranked highest for NZ European respondents while NZ Māori respondents
ranked less unemployed people highest in regard to economic growth in the future.
Q21. Economic Growth in the Future
Q24. ECT’s part in Economic Growth
24%
21%
22%
Provide financial support
Overall
NZ Māori
NZ European
A larger variety of
industries in the local
area
Less unemployed
people
A larger variety of
industries in the local
area
2
Less unemployed
people
Higher wages
Less unemployed
people
3
Improved workforce
attraction and
retention
4
More commercial
activity
1
A larger variety of
industries in the local
area
Improved workforce
attraction and
retention
Improved workforce
attraction and
retention
More commercial
activity
5
More skilled workers
6
Higher wages
More skilled workers
7
Less personal debt
Shorter
unemployment
duration
Less personal debt
8
Shorter
unemployment
duration
Less personal debt
Shorter
unemployment
duration
n=116
More skilled workers
Higher wages
Collaborate with positive business partners
Provide training opportunities
Run workshops to increase local skill base
Promote Gisborne
Create employment opportunities
Be more transparent when working
Continue as normal
Encourage more tourism
n=371
16%
16%
19%
Encourage local businesses
Become an advisor
More commercial
activity
n=500
Get more involved in the community
Improve land and infrastructure
Provide more community activities
Other
Don't know
11%
13%
9%
8%
8%
8%
8%
9%
7%
8%
5%
8%
5%
6%
4%
6%
3%
2%
2%
7%
2%
3%
6%
8%
NZ Māori
n=116
NZ European
n=371
28%
26%
Summed ranking. Ranking is based on allocating each issue with a score of one to three. If the issue was chosen first, a
score of three is allocated, if it was chosen second a score of two is allocated and if it was chosen third a score of one
was allocated. These scores are thenCopyright
summed
to get an overall ranking of the importance of the issue.
49
© 2014 Key Research. Confidential and proprietary.
Demographics
EASTLAND COMMUNITY TRUST
Community Awareness and Satisfaction Study 2014
Demographics
Matakoao-Waiapu
Ward
11%
52%
34%
18 to 29
30 to 49
50 to 69
Waipaoa Ward
Female
37%
Male
48%
70 plus
Tawhiti-Uawa Ward
6%
7%
9%
10%
68%
Taruheru-Patutahi
Ward
Gisborne Ward
15%
Age
Gender
Ward
0%
Less than 1
4%
New Zealand
European
Employed
1 to 5
6%
6 to 10
Over 10
51
New Zealand
Maori
75%
68%
Pacific
Islander
90%
Years lived in Gisborne
Other
23%
1%
4%
Ethnicity
Copyright © 2014 Key Research. Confidential and proprietary.
Unemployed
32%
Employment status
Appendix : Verbatim
To view verbatim please click on the Microsoft Office Excel
Worksheet above.
For further enquiries please contact:
Gillian Johnston - 07 575 6900
Duncan McIntosh - 07 547 4909