Instead of conducting interviews or focus groups in person, you might choose to have your participants all log on to a chat room set up for conducting a live discussion. The facilitator poses questions online and probes for more details as participants type in their responses.
Don’t just do research to see what your entire employee population wants or needs in terms of overall satisfaction, communication or benefits and compensation. Find ways to isolate your top performers as a demographic category and make sure your new recommendations are geared to meeting the top performers’ needs and wants wherever they might differ from the average employee.
Focus groups often explore a rather broad range of themes. Try conducting focus groups on a very narrow issue: exactly what your audience thinks of a particular communication, either one that’s currently available or one you’re planning to distribute soon.
What you need is to listen to a cross-section of your audience to hear what you haven’t heard before from the people who don’t usually come across your path.
No matter how many people you involve in focus groups, your results will not be quantitative. The goal of focus groups is to get qualitative information on different issues.
A new communication director inherited an existing global publication and needed some employee input to see how effectively it was meeting the company’s objectives. Focus groups we conducted in the U.S, Europe and Asia showed some surprising similarities in what was working well and what wasn’t, although sometimes for different reasons. Interestingly, some of the
A repeat survey showed virtually no improvement in key communication metrics over two years, in spite of the communication department’s best efforts. We conducted focus groups to identify specific interventions that would make a difference, and found a great many opportunities on the operational side, such as communication during shift changes. Another key finding was
A new leadership team was about to roll out their 13 key strategies to employees in the form of a video. We pretested each of the points in focus groups, as well as the intended communication channel. The findings completely changed the roll-out. The 13 strategies were reduced to five. Several were completely rewritten to