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Evidence for Change

    Tuesday, 13 May 2025

    By Dee Yeagers, Leanora Gardner and Elizabeth Blakey

    Co(l)laboratory PhD Candidates

    Photo credit: The Carousel, Nottingham

    Our group consisted of three postgraduate researchers currently enrolled at NTU as part of the UfN Co (l) laboratory project. Together, we brought a range of previous educational, professional, and life experiences that helped shape our approach to this project. None of us had formal experience in consultancy work, but as a team, we offered a diverse range of perspectives and ideas to move the project forward, blending academic rigour with grassroots wisdom.

    We chose to work with a community partnership called The Carousel. This organisation’s approach to inclusivity, fairness, and collaborative working aligned with our values, and we felt that this was the organisation we were most able to support out of the three presented to us.

    The organisation faced specific challenges in terms of obtaining funding and also with online visibility. They approached us with the goal of increasing revenue within the business and a possible solution: increasing the number of paid coworking space memberships. They also felt that there were challenges in gaining positive reviews for their services and wanted support in optimising the format of their website.

    Our approach

    Our approach to this project involved a thorough and systematic process to ensure a comprehensive understanding of the organisation we were working with. First, we spent dedicated time exploring the organisation itself, beginning with an on-site visit where we had the opportunity to tour the facilities and observe their operations firsthand. This allowed us to gain valuable insights into their resources, practices and overall environment. As part of our research into the Carousels’ stated desire to increase their visibility and competitiveness as a coworking space for creatives, we researched other local coworking organisations to establish comparative pricing structures and what was on offer for the cost. This gave us a more holistic view of where the Carousel could be situating itself amidst Nottingham’s busy coworking sector.

    Additionally, we conducted a detailed review of the organisation’s website, analysing the information they provided about their services, mission, and achievements. To further enrich the understanding, we examined customer reviews and feedback to gauge public perception and identify areas of strength and potential improvement. Finally, we engaged in in-depth discussions to synthesise our findings, ensuring our research was thorough and well-informed. This multifaceted approach enabled us to understand the organisation’s capabilities and impact clearly and accurately. We utilised our research and communication skills to gather and analyse data, which we then effectively communicated to provide informed and constructive feedback to our community partner during a series of informal meetings.

    Our learnings

    During the community engagement project, we encountered challenges and unforeseen barriers that required adaptability in critical thinking. One of the most significant obstacles was the uncertainty expressed by the community partner regarding their goals and desired outcomes. This change in direction created moments of ambiguity during the project as we struggled to align our research approach with the evolving expectations of the organisation. As a result, the focus of our research had to be reoriented in a different direction mid-project, which demanded flexibility and willingness to reassess our initial plans. This shift highlighted the importance of clear communication and mutual understanding during collaborative efforts and the need to remain open to change when working with diverse stakeholders. Despite these challenges, the experience taught us valuable lessons about navigating complex partnerships and adapting to dynamic circumstances during community-based projects.

    Our outcomes

    Our community partner demonstrated exceptional engagement and openness throughout the project, eagerly embracing our input and suggestions and incorporating them into their thought processes and discussions to move the project forward. Their willingness to collaborate meant we could foster a strong partnership. We presented a range of options for consideration, and they ultimately chose to hire a paid intern to help with social media and website development. By working closely together, we were able to offer meaningful support that reflects the shared commitment to positive change in their community organisation.

    Working as a group has been an enriching experience, teaching us the importance of adaptability and openness to change. Throughout our collaboration, we encountered unexpected challenges and evolving dynamics that required us to adjust our methods and perspectives. This flexibility allowed us to embrace new ideas, refine our approach, and ultimately achieve a more meaningful outcome.

    For others conducting similar research or work, we recommend fostering an open mindset, re-evaluating assumptions, adapting plans, and welcoming diverse viewpoints. Change is not a disruption but a chance for growth, development and innovation, and embracing it can lead to more impactful and satisfying outcomes.

     

    Feedback from the Carousel

    ” We worked with UfN Co(l)laboratory | Universities for Nottingham and their ‘Civic Engagement Project’ to help grow membership to our community building, The Carousel Nottingham CIC. This partnership offered us a valuable opportunity to reflect on the strengths and gaps within our current operations, particularly in how we promote our co-working and meeting space offerings.

    During the consultation phase with the Co(l)laboratory group, we identified a significant lack of marketing targeted at promoting our membership scheme. Through collaborative conversations with the researchers, we were able to pinpoint several actionable strategies. These included updating our website with more prominent messaging around coworking, embedding Google reviews to build credibility, and boosting our social media presence, particularly using stories, reels, and live content. We also discussed how we could spotlight the community of creatives who regularly use the space, fostering a sense of connection and vibrancy.


    As a result of these recommendations, we created and advertised a Content Creator and Marketing Internship. We were delighted when Amber Jesson, a creative we had worked with previously, expressed interest in the opportunity. Amber joined us for a paid, 40-hour internship from February to March 2025.

    Amber’s internship focused on building a bank of engaging content for social media, email marketing, and our website. She developed weekly posts and stories around our coworking memberships and new meeting space, as well as coordinating a photoshoot and short promotional film in partnership with Confetti College students. Amber worked closely with our team to establish a content framework designed to run through March to May 2025, with templates and strategies we can continue using in the future.

    While we were perhaps slightly overambitious in our initial goals, Amber was unable to launch our regular e-newsletter due to time constraints, the work she completed has significantly improved our marketing output. We’ve seen a 10% increase in coworking membership since the placement ended, strengthening our financial sustainability and demonstrating the tangible impact of focused marketing.

    We would absolutely recommend this type of collaboration to other organisations. It gave us a clear external perspective, offered practical deliverables, and supported a young creative in developing their career. We’re proud that Amber has since progressed to a new role as Creative Programmes Assistant at the Barbican in Lincoln, and we’re grateful for the positive and lasting impact her work has had on The Carousel.“

    Dee Yeagers, Leanora Gardner and Elizabeth Blakey are Co(l)laboratory PhD candidates.