A survey conducted by Hammersmith and Fulham council to justify a low traffic neighbourhood has been scrutinized for breaching four industry standards set by the Market Research Society (MRS). The council aimed to address worsening congestion due to increased traffic. After a supposedly extensive consultation, it was claimed there was clear resident support. However, the MRS found that the survey firm Opinium did not adequately ensure unbiased responses, prompting campaigners to argue that the scheme was being implemented against public opinion, despite apparent support from survey results, which indicated significant opposition as well.
The Market Research Society concluded that Opinium breached four industry rules while conducting the survey, leading to claims of bias in favor of low traffic neighbourhoods.
Despite claims of comprehensive consultation, campaigners argue the ruling proves that low traffic neighbourhoods were advanced without fully considering public opinion.
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