Telephone surveys with city residents will be used to create a standardised index measuring factors including growth, economy, leisure, the environment and safety. Results will be used to identify citizens’ preferences and priorities, which can then be used to target spending or interventions, as well as informing marketing efforts to attract people to the city.

“Many cities are turning to professional marketing and research firms because they lack the time and staff to effectively market themselves,” said Sha Embree, CEO of PGC Creative. “As competition increases for new residents and businesses, it becomes clear how much a professional edge can sharpen your image with a consistent, compelling message and put you a step ahead of other cities competing for the same things.”

The firms, both in Austin, Texas, are currently targeting cities in the state but say they are open to extending the research elsewhere in future.