Private renters’ customer journeys

As part of our broader evaluation of the private rented sector Which? commissioned Ipsos MORI to undertake an extensive journey mapping project of tenants in the sector.  This piece of qualitative work talked to tenants about their experience when searching for and securing a new private rented property and of living in and moving out of the sector. In doing so it sought to identify what areas of detriment consumer may be experiencing as well as better understanding some aspects of the behavioural determinants of renters’ decision making and of their attitudes to landlords and letting agents in the context of how this shaped their behaviour and choices. 

The journey mapping research consisted of:

• Two cohorts of participants – one set who were currently living in the sector and another who were looking for a new private rented property
• 40 face to face interviews
• 25 telephone interviews
• 21 app ‘diaries’ where participants shared their experience in real time

The findings from our programme of research provided a comprehensive evidence base which underpins the findings of our policy report: Reform of the private rented sector: the consumer view.