The question

The Greater London Authority (GLA) wanted to know if the 2012 Olympic Games had changed what people think of London.

Our approach

We examined the emotional responses linked to people’s expectations or experiences of London and looked at what they were saying about living, working and visiting London. We then compared these comments from three months before and three months after the Games.

The answer

We found a marked increase in positive emotional responses in the post-Games period, most notably in how London was seen as a place to work.

“Listen & Learn helped us to really understand how people were feeling about London and gave us a good indication of the impact of the 2012 Games. They added a much broader, natural and conversation-led perspective to our more traditional forms of research, helping us to identify topics we may not have considered and explore views over time.”

Catherine Wright / Consultation Officer