In the autumn and winter of 2019-2020, the city of Rovaniemi conducted two surveys of residents related to the renewal of the city's brand. Residents came up with a lot of ideas in the open answers section. These were also intended to be used in the update of the urban strategy. MDI assisted in structuring, analysing and further processing these responses. The responses were analysed in accordance with the main themes of the urban strategy, i.e. living environment, services and livelihoods. Through the responses, the residents' perspectives on the area's attractions and attractiveness to both residents and businesses were highlighted, as well as more specific wishes related to the residents' well-being. In addition, based on the responses, development recommendations for Rovaniemi were compiled.