Tips on Using Research
Sue Froggatt Training & Consultancy
- Overall rating measures of what members think, for example, on a scale of 1 to ‘n’, they do not explain the ‘why’, but present an overall picture.
- Do you need to canvass every member for their opinion? The answer is that it depends. It depends on the size of your membership and the necessary level of (statistical) confidence in reported results.
- If you have a large membership you don’t need to ask everyone, and can instead use a sample. If you don’t have many members, you will need to gain more input to present an accurate result. Refer to a sample size calculator to determine the necessary sample size.
- You may only gain responses from people who like or have time to participate in surveys. Address this by weighting your results or using different techniques to secure responses from under-represented groups. For example, those who don’t respond to electronic or paper questionnaires could be contacted by phone or when members visit your exhibition booth.
- Poorly designed or executed surveys can have a positive or negative impact on the overall membership experience itself. They can leave the respondent feeling annoyed or frustrated. For example, a member may note the association failed to contact them or present feedback – or take action – on survey findings. They may resent lack of feedback on their lengthy, detailed comments about a problem service issue. This is a serious danger for associations, because it can lead to ever decreasing survey response levels. This is a perfect, but missed, opportunity to raise the membership experience by acknowledging and thanking them for their contribution.
User Focus Groups
- The different ways in which people learn i.e. different learning styles
- How people learn i.e. the learning process
- The strengths and weaknesses of each of the training formats
- How to create the right environment for people to learn
- How to make the right training interventions to encourage and embed the learning. For example you can use discussion groups, a helpline to answer questions or offer a second opinion, proactive follow up calls or send out tips in an e-bulletin or newsletter.
The task of keeping members motivated is often overlooked and here are seven ways you can achieve this.
- If you run a number of focus groups, put similar types of members into the same group. This way you can pick up on any subtle differences between them.
- Aim for groups of 5-7 people.
- Confirm your finding with a wider audience. Conduct survey and ask other members to rate the importance of various service experiences or service attributes that were uncovered in your focus groups.