Tenant satisfaction measures

Summary of achieved sample size

At the start of the survey in April 2025, Ealing Council provided The Leadership Factor (TLF) with an up-to-date list of 9,746 tenants in low-cost rented homes. Updated information was then shared regularly throughout the year.

TLF advised that, based on the size of our housing stock, the survey needed a margin of error of 3% or less to meet the required level of accuracy. The survey achieved a margin of error of 2.9%.

This means the results are highly reliable, with a 95% level of confidence that the true satisfaction rate is within 2.9 percentage points of the reported result.

Timing of the survey

The TSM survey is undertaken on a monthly rolling basis. Surveys for 2025 to 2026 data were carried out between April 2025 and March 2026, using the same script, questions and question order throughout. Tenants were flagged once they had responded and were not re-surveyed in the 12-month period.

All surveys for 2025 to 2026 were conducted by telephone. This allowed the council to reach a wide tenant base and correct any imbalance in response by setting quotas for the telephone interviews.

TLF made telephone calls at various times of day including morning, afternoon and evening. TLF followed the Market Research Society (MRS) code of conduct when calling tenants. Calls were made between the hours of 9:30am and completed by 9:30pm, and no calls were started after 8:30 pm. Interviewers made up to 5 attempts to secure a survey response with each sampled LCRA household. TLF recorded telephone interview responses on their system.

Sampling methods

A random sample of tenants was chosen using a method that made sure that different groups were represented fairly. Targets were set for age and tenancy type, as these have the biggest impact on satisfaction levels according to the Regulator of Social Housing.

The sample was also checked by area and ethnicity to make sure it reflected the borough’s wider tenant population.

Any tenants who completed the survey were removed from the sampling group going forward as TSM guidelines state that only 1 person per household can be interviewed per year, and those who refused the survey were removed from the sample for 6 months, to meet MRS guidelines.

Assessment of representativeness of respondents 

TSM survey results were representative of the borough’s wider low cost rented accommodation (LCRA) population.

The characteristics used to measure representativeness included: 

• age group 
• locality including area, sub-area, location type, region and estate and neighbourhood
• individual characteristics including gender, ethnicity, religion, disability, language and orientation
• property type
• tenure type, including general needs, sheltered housing and temporary accommodation

These categories were chosen to provide good coverage by geographical location, demographic profile, and type of housing. 

Details of applied weighting

No weighting of data was needed as the sample is representative of the total population, when looked at across tenure, age, religion and ethnicity. 

External contractors used

Ealing Council commissioned The Leadership Factor (TLF) to carry out the tenant satisfaction measures (TSM) surveys. TLF is an independent market research agency that is an accredited partner of the Market Research Society (MRS) and is fully compliant with the MRS Code of Conduct and GDPR requirements.

Households excluded from the sampling frame under exceptional circumstances

27 households were excluded as there was no telephone number available in the database.

Reasons for failure to meet required sample size requirements

This is not applicable. The required sample size was met.

Incentives used in the survey to encourage response

This is not applicable. No incentives were used in the survey.

Methodological issues that have a material impact on satisfaction

There are no significant issues with the survey method that would affect the results.

Data protection and confidentiality

Ealing Council have chosen to link the TSM responses to individuals to follow up on any issues identified within the responses. The respondent is advised of confidentiality at the beginning of the survey and asked for consent to continue.

If they do not consent, then the respondent remains anonymous and identifying details are not shared internally or externally beyond those who require the information to produce the TSMs.

At the end of the survey, the respondent is asked for permission to link the answers to their identifying details and are also asked if they would like to participate further in the co-production in the delivery of the council’s housing services.

Survey questions

All the regulator’s required questions are asked, along with 6 additional questions at the end.

TSM questions and routing were correct and TSM scales were used correctly.

We have not asked the TSM questions in any other perception survey and there have been no changes to the survey methodology during the year.