Research / Marketing strategy

Research
Concerns have been expressed by the Kent Design steering group that the public, as consumers, may not be prepared to accept some of the proposed changes advocated by the KDI. In response to this, the working groups took advice from the Kent Institute of Art and Design on a potential research project which would provide a benchmark of the sustainability of existing lifestyles. It would use consumer groups to test public attitudes to some of the principles from the KDI and to central government policy, such as reducing reliance on the private car and promoting higher-density urban development. It is envisaged that this research will inform how the principles contained within the KDG might be best marketed to professionals in the development industry and to the public.

Marketing strategy
It is important that all involved in development in Kent are aware of the new KDG and the principles contained within it. A marketing strategy has been developed which seeks to identify the target audience, for example, developers, planners, consumers, schools and government departments, within Kent. The new KDG should also be of benefit to other organisations outside the county as an example of good practice. A conference is planned to launch the publication of the KDG at the end of 1999, and a series of seminars for user groups and community workshops will follow. As well as promoting the KDG, it is intended that the conference will help reinforce the principles contained within it through a series of lectures, exhibitions and design competitions.