Study reveals positive perceptions of Kent
The 2010 Perception Study, commissioned by investment promotion agency Locate in Kent, reveals that seven out of ten respondents rated Kent as a good or very good business location. The survey also showed that nearly three-quarters (73%) of respondents knew of Locate in Kent and 84% were very or fairly favourable in their opinion towards the agency.
The study was undertaken by Ashford-based Facts International during June and July 2010 and allows results to be compared with previous studies in 2003, 2006 and 2008. It gathered data from 300 respondents which included businesses who have and have not considered Kent, business journalists, institutional investors, developers and advisors in the commercial property sector. The findings will be used to refine the messages given out by Locate in Kent to potential investors and businesses.
Awareness of Kent as a business location has increased since the previous study, with 69% knowing a great or fair deal about Kent and Medway compared to 65% in 2008 and only 48% in 2003. Four out of ten respondents felt that Kent was a better business location than other areas in the UK. One of the main reasons given for this was its excellent connectivity to London and Europe, showing respondents were aware of the messages Locate in Kent and its partners have been promoting. Additionally, 56% of respondents believed that Kent had improved as a place to do business over the last four to five years. Advisors and investors, a particular target for Locate in Kent, were particularly positive with 70% and 72% respectively feeling that it had improved.
Of the 64% of respondents who were aware of the high speed rail service from St Pancras to Ashford International, nearly 90% thought this made Ashford a more attractive business location. 63% of respondents knew about the high speed trains that travelled from Ebbsfleet to London in 17 minutes and there was also a high level of knowledge of Eurostar services from both Kent stations.
Paul Wookey, Chief Executive of Locate in Kent, said: "The Perception Study shows that Kent continues to be increasingly well regarded as a business location. It indicates the messages put out by Locate in Kent and its partners about cost effectiveness and available property and land in Kent and the county's proximity to London and Europe are definitely getting through. Locate in Kent has experienced increased interest in its website, and this is currently where 50% of our successes originate. To build on these positive perceptions, we have just targeted 2,500 finance directors in the south east with a campaign to further promote these messages."
Respondents' preferred business location area was West Kent (Sevenoaks, Tonbridge and Malling and Tunbridge Wells) followed by Thames Gateway. In terms of towns, Maidstone and Ashford were the two preferred business locations in Kent with 20% and 18% respectively followed by Kent Thameside (Dartford and Gravesend) at 13%.
Source: Locate in Kent
