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What alternatives would you suggest?
What we are looking for is a middle-ground between London and the village of <2k people we've moved to outside Cambridge. Just not feeling village life - especially this village - or Cambridge more generally, despite (or perhaps because of) having grown up nearby.
Both of us have ageing parents nearby so wouldn't want to move too far away. Being closer to the coast and in a university town with all that brings is attractive.
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Norwich is legitimately a very good city. Plenty of food and drink options, a busy market, excellent coffee, great pubs, art galleries and events everywhere, cheap cost of living, train into London isn't too arduous, good array of local businesses, etc etc. OTOH I've never really got on with Cambridge.
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Just out of curiosity - which village?
I'm not an expert in either but from superficial visits it seems Norwich is "nice" - little shops, art, students, whereas lots of Ipswich is quite run down. However, you don't have to go far from Ipswich before coming across lots of nice small towns / villages. I know quite a few people who have moved to the area either to retire early or bring up kids.
Not wanting to hate on an area...but...
If you've got an established family and friendship base then (like anywhere) it makes sense. But otherwise it's a pretty insular place and the transport connections, even by road, aren't great. If you want small town/village life then there are plenty of little towns/villages near enough that seem like nicer places to live, and are obvs cheaper than their equivalents in the SE.
Having relatively close access to the beach and seal watching in winter is nice. But on balance that part of the world always struck me as somewhere best visited. Basically other than family or work commitments I'm not sure why you'd live in Norwich.