Resident Archetypes Study
In 2022, MSO commissioned a study with RySense to segment the resident population based on their level of involvement in the community. The study, which was completed in 2023, also aimed to determine citizens' willingness to resolve issues personally versus involving the authorities.
The RySense study, completed in 2023, echoes the findings of 2023 NUS-led study, revealing a significant number of residents eager to get involved. The key study takeaways are:
- 8 out of 10 residents value good relationships with their neighbours.
- 4 out of 10 residents are willing to collaborate with government agencies and grassroots leaders to tackle neighbourhood issues such as excessive noise, corridor cluttering and second-hand smoke.
- Half of Singaporeans are willing to address municipal issues themselves, with 6 out of 10 reporting they would escalate to authorities if necessary. 9 out of 10 believe in stricter enforcement measures if the situation persists.
RySense identified four profiles based on the sampled residents’ satisfaction with municipal issues, actions they would take to resolve issues, and level of involvement in the community:
- Champion Charlie (37% of 1,050 study repondents)
- Neutral Nancy (21% of 1,050 study repondents)
- Tolerant Tina (21% of 1,050 study repondents)
- Quiet Quinn (21% of 1,050 study repondents).
Based on the different domains explored from this study, certain residential profiles emerged. The key differentiators between these profiles include:
- Satisfaction with municipal services.
- Actions they will take to resolve municipal issues including
- Willingness to resolve personally; and
- Authority intervention.
Level of community involvement.
|
Champion Charlie |  Neutral Nancy |
Tolerant Tina |
Quiet Quinn | |
| Satisfaction with municipal services | 57% High | 49% Neutral | 42% Neutral | 37% Low |
| Willingness to resolve municipal issues | 63% - 75% | 59% - 96% | 5% - 14% | 20% - 31% |
| Percentage of 1,050 study respondents | 37% | 21% | 21% | 21% |
