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Private renters’ customer journeys

There has been significant growth in the private rented sector in recent years. This is set to continue, with the sector playing an ever greater role in providing people with a home. We have undertaken a comprehensive research study to fully understand the journey, needs and detriment experienced by a diverse range of private renters.

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.

Private Renters’ Customer Journeys 2135 Kb | 20 Jul 2018