Practicing Consumer Control: Using Focus Groups in Your Strategic Plan A National Teleconference...

Practicing Consumer Control:

Using Focus Groups in Your Strategic Plan

A National Teleconference & Webcast

Monday, August 31, 2009

3:00 PM – 4:30 PM EDT

Presenters: Daisy Feidt and Pam Smith

PSmith Consulting

CIL-NET Presents

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Today’s Discussion

Determine when and how to consider qualitative research in support of organizational objectives as well as describe various approaches to assessing constituent and consumer needs

Plan, prepare and conduct successful focus groups Describe the process of coding and analyzing data,

interpreting reporting themes and patterns, and determining how to best communicate findings to interested parties

Integrate solutions for CIL service improvements and operations based on the results of an effective needs identification process

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Practicing Consumer Control: Using Focus Groups In Your Strategic Plan

Introduction Strategic Planning - Getting Started Types of Community Assessment Focus Groups:

Preparation Conducting a Focus Group Analyzing Respondent Data

Strategic Planning - Integrating Solutions

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Strategic Planning: Getting Started Start early! Process will take 6-9

months Determine timeframe and audience Establish committee Consider hiring a consultant Develop plan/process

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Strategic Planning: Getting Started, cont’d 2

Establishing a Committee Determine committee purpose: hire

consultant, process driver, feedback loop and brainstormers.

Determine committee makeup: Board, staff (non Managers/ managers), active client or volunteer?

Determine meeting schedule.

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Benefits of working with a consultant

Expertise and experience Focus on the project Objectivity Ability to effectively engage & probe

Strategic Planning: Getting Started, cont’d 3

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How to select a consultant Request for Proposals Recommendations from peers Review of credentials Interviews References if desired

Strategic Planning: Getting Started, cont’d 4

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Role of the consultant Suggests a plan/process to achieve the

organization’s goals Handles planning details and logistics Solicits input and maintains communication

with contact person or committee Moderates the focus groups Delivers final report; maintains integrity of

research

Strategic Planning: Getting Started, cont’d 5

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How much does a consultant cost? Hourly rates vary from $50-$150 +

depending on experience and region of the country

Strategic Planning: Getting Started, cont’d 6

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Developing a Process What external feedback/input is

important to you? What types of qualitative research

will you do? Who will you involve internally? Who will be involved in decision

making/plan approval?

Strategic Planning: Getting Started, cont’d 7

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Access Living’s Process Setting the Framework Discovery Creation of Plan Evaluation/Plan Adjustment

Strategic Planning: Getting Started, cont’d 8

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Access Living’s Process – Setting the Framework

Formed Steering Committee Hired Consultant

Strategic Planning: Getting Started, cont’d 9

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Access Living’s Process – Discovery

Surveyed staff and board Conducted storytelling interviews Interviewed community partners Conducted focus groups with clients Conducted client survey Compiled and analyzed trending

data

Strategic Planning: Getting Started, cont’d 10

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Access Living’s ProcessCreating the Plan Agency Retreat Development of strategic directions Workgroups to develop goals Consultant drafted plan Management/board input Board approved plan

Strategic Planning: Getting Started, cont’d 11

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Access Living’s Process – Evaluation

Developed reporting tool with measurable goals, person responsible, and timeline

Strategic Planning: Getting Started, cont’d 12

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Questionnaires One-On-One Interviews Field Observation Ethnography Case Studies Focus Groups

Types of Community Assessment

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The research method you choose depends on how you want to use and interpret the data.With regard to a particular issue or experience: What people are doing? What they are thinking or feeling? Who or what is influencing their behavior? What are their priorities; their fears? How do they perceive their own power; the power of others?

What Do You Want To Know?

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A combination of methods Get feedback on perceptions,

attitudes, programs, etc. Test concepts and messages Brainstorm the organization’s future Inform organizational decision

making

Why Use Focus Groups?

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Preparation Who do you want to reach? Formulating questions Participant recruitment Logistics

How to Conduct a Focus Group:Before the Session

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Preparation Group Structure Demographic mix Number of groups Recruit 14 to get 8-10 people

How to Conduct a Focus Group:Before the Session, cont’d 2

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Recruitment Recruitment Screener to qualify

participants demographics, regions, clients /

potential clients Logging calls /reminder calls

How to Conduct a Focus Group:Before the Session, cont’d 3

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Logistics Location and supplies Observation / Integration/ or Learning

conveyed by moderator Refreshments Incentive checks; record keeping

How to Conduct a Focus Group:Before the Session, cont’d 4

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Developing Questions Input from organization Possible topics: services, quality, future,

community, communications, etc. Mostly open-ended questions Consultant develops Moderator’s Guide Organization responds; revisions made

How to Conduct a Focus Group:Before the Session, cont’d 5

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Opening Your Group Welcome and Introductions Background information Ground Rules

How to Conduct a Focus Group:During the Session

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How To ProbeTry to avoid Why /Why NotEffective probes: What message do you want me to take

from that? How important is that to you?

How to Conduct a Focus Group:During the Session, cont’d 2

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How To Probe cont’d Give me an example Who can build on that? Describe to me what it’s like… What might happen if… So how do you deal with that?

How to Conduct a Focus Group:During the Session, cont’d 3

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Recording and Translation Importance of verbatim comments Determine if any groups might be

conducted in Spanish Be culturally aware

How to Conduct a Focus Group:During the Session, cont’d 4

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Transcription and Data Analysis Have tapes transcribed Code responses Interpret themes and patterns Select representative quotes

How to Conduct a Focus Group:After the Session

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Findings Final Report

Format, themes, quotes Verbal presentation to interested parties

How to Conduct a Focus Group:After the Session, cont’d 2

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Synthesize data/discuss findings Prioritize/determine feasibility Create strategic directions Determine goals/objectives Create tracking/reporting tool Determine process for reporting

progress

Strategic Planning: Integrating Solutions

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Conducted Retreat Mix of board and staff Reported/discussed findings Did visioning exercise Prioritized broad goals Strategic Planning Committee

developed strategic directions from broad goals

Strategic Planning: Integrating Solutions, cont’d 2

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Organized Work Groups Grouped strategic directions into

themes Organized small board and staff

groups to develop goals to accomplish each strategic direction

Brainstormed/prioritized goals Top 4 or 5 made it into the plan

Strategic Planning: Integrating Solutions, cont’d 3

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Created Reporting Tool Consultant drafted reporting tool

with measurable goals, responsible staff and timeline.

Tool will be used to report progress to the board and for staff to track progress toward accomplishing goals.

Strategic Planning: Integrating Solutions, cont’d 4

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Tips for Creating Tracking Tool Determine audience Easy to understand/use Include timeline Include who is responsible Include measurable goals Takes into account other tracking

mechanisms already in use

Strategic Planning: Integrating Solutions, cont’d 5

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Putting It All Together:Access Living Case Study

Finding from external interviews and focus groups:

Access Living needs more effective marketing about what we do and we need to use media more effectively to change attitudes about people with disabilities.

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Access Living Case Study cont’d 2

Probing questions considered at retreat How can we use PR and media outreach to

increase AL’s visibility, better promote what Access Living is and does, and create a more favorable opinion of us among other organizations?

What ideas do we have about education campaigns that could address stereotypical attitudes and stigma and engender greater respect towards people with disabilities?

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Access Living Case Study cont’d 3

Probing questions from retreat con’t What under-represented groups

should be reached and engaged? What skills do we need to gain to

develop a greater Internet presence and evaluate social media strategies?

How can we increase recognition of AL among elected officials?

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Access Living Case Study cont’d 4

Strategic Direction: Access Living will assess its public

image and messaging and implement strategies that better define us, extend our reach, promote our principles and attract more people to the disability movement

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Access Living Case Study cont’d 5

Year 1 Develop a clearer and more concise

statement of AL’s mission, vision and goals. Develop a PR plan to support our legislative

and policy work on behalf of the disability community.

Develop new website elements to engage the disability community and our allies (e.g. blogs, interactive website components, advocacy software such as CapWiz).

Use AL’s Facebook page and other social media to support our strategic plan goals.

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Access Living Case Study cont’d 6

Year 2 Create a plan/timeline to develop a

public affairs department within AL to further our strategic goals. Consider including a volunteer consumer speaker’s bureau as part of this department

Year 3 Find resources to support development

of a public affairs department within AL

Access Living Case Study cont’d 7

Example From Tracking Tool: Goal: Develop a clearer and more

concise statement of AL’s mission, vision and goals.

Indicator: Revised Statement of Mission, Vision and Goals.

Lead: PR Coordinator, Development Director

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Access Living Case Study cont’d 8

Progress shared and assessed with senior management quarterly. Shared with the Board Bi – Annually.

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Wrap Up and Evaluation

Closing remarks Please remember to complete the

evaluation at the following link: https://vovici.com/wsb.dll/s/12291g3f3c5

Your feedback is very important! Thank you!

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Credits

Support for development of this Webcast/teleconference was provided by the U.S. Department of Education, Rehabilitation Services Administration under grant number H132B070002-08. No official endorsement of the Department of Education should be inferred.

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Credits, cont’d 2

Permission is granted for duplication of any portion of this PowerPoint presentation, providing that the following credit is given to Access Living, PSmith Consulting and the CIL-NET project:

Presented as part of the CIL-NET, a program of the IL NET, an ILRU/NCIL/APRIL National Training and Technical Assistance Project. Material in this presentation created and copyright owned by Access Living and PSmith Consulting.