People Centric Research and Case Studies
People Centric Research: Seeking Sustainable Solutions
THE OBJECTIVE:
A client came to Advocate with a desire to have conversation on DEI with their key stakeholders; pastors and laity within one of the main groups within the Christian faith. Due to the nature of the conversations, there was a concern and a deep desire to do them compassionately and effectively. This was not the time to come at it as just a consumer researcher, but to bring my sociological bent to the table.
THE RESULT:
After hosting focus groups it became clear that on-going conversation was key to more deeply understand how people feel within their religious community, and how the effects of racism hurt at the deepest level. We continue to work with our client to moderate these difficult conversations in order to find paths toward healing; diversity, equity and inclusion. This is not a one-off conversation, this is a series and a partnership. Time is necessary to do this correctly. Our hope is that eventually we will be able to train organizations, through our not-for-profit, The Great Reset, to host these conversations themselves.
THE OBJECTIVE:
One of our client’s main audiences was a group which hadn’t previously been offered ‘a seat at the table’ and they felt their input was not being utilized in making decisions that will, in the end, affect them and how they do operate.
THE RESULT:
After launching a ‘listening tour’ to have a clearer understanding of how these groups wanted to participate in the future, we implemented a Panel. Our Panels are successful not because of quantity of panelists, but quality. We have had successful Panels with as few as 12, to as many as a couple hundred. We reach out multiple times a year, in a variety of ways, both quantitatively and qualitatively. We seek to engage people where they are, when they are available and in a way most conducive to clear input. We continue to loop the panelists in following an engagement to topline what was learned and what actions will be implemented because of their input. We see our panelists as key to helping guide decisions that will be both effective and efficient. They are an important sounding board for our clients.
THE OBJECTIVE:
The client needed to fully understand the implications to both the internal and external culture upon the acquisition of another large bank with an equally dominant and loyal (internal and customer) culture. Conducted a multitude of focus groups with a strong emphasis on understanding the acquired bank’s culture and the best ways to merge the two strong, long-standing, ‘hometown’ banks.
THE RESULT:
Discussed ways of keeping the lines of communication open during the process of the merger that stayed within the guidelines during such times. While full disclosure wasn’t an option it was enough for the employees, and customers, to know they would be told of advances in the acquisition, and the implications to their accounts (and key personnel) as timely as possible. The acquired bank also found solice in further gaining understanding of the acquiring banks culture and the fact that ‘if it had to be anyone they were glad it was them’ because they perceived the two banks’ cultures as similar and built upon like principles.
THE OBJECTIVE:
The client was eager to gain an understanding of the level of employee satisfaction. This extensive twelve focus group study gathered a qualitative understanding of what employees desired, as well as what they liked and disliked about their corporate culture.
THE RESULT:
Developed a strategy for each bank division and branch based on the analysis of the research to create a benchmark for further employee satisfaction studies.
Banking Case Studies:
THE OBJECTIVE:
This client was working to better match their products with the specific needs of their customers. Through a series (of two city) focus groups there is now a better understanding of what specific sub-sets of their customers need from a bank’s product, and a bank, in order to justify a larger commitment (loyalty/deposit amounts) to such an institution.
THE RESULT:
Product has now been focused on the attributes and benefits expected of said customer and is moving along the path of development.
THE OBJECTIVE:
This client was curious how their current messaging impacted the local market and their clients as well as gain an understanding of their ‘presence’ in the marketplace, as a benchmark measure, prior to launching their new branding.
THE RESULT:
Gained an in-depth read of their marketplace, helped them better position their messaging and set a benchmark which would serve as a quantifiable measure of success in the future.
THE OBJECTIVE:
We conducted and analyzed a variety of internet surveys which were often utilized in order to understand various quandries within the bank such as customer satisfaction, advertising messaging and product targets.
THE RESULT:
Able to turn around research quickly in order to better understand the customer on an on-going basis. These studies often served as the basis upon which other, more in depth, studies were built.
Healthcare Case Studies:
THE OBJECTIVE:
Through a series of focus groups and IDIs (In-depth Interviews) sought insight, prior to launch, as they worked to fully develop a product, and processes, which met the needs of all involved; Primary Care Physicians (PCP), Psychiatrists, Psychologists, Social Workers (LCSW) and patients.
THE RESULT:
Further along the path of more fully understanding the needs and concerns of PCPs and Behavioral/Mental Healthcare Providers, as well as better instruments in hand to help them as they present this concept to their future partners; insurance companies and healthcare professionals.
THE OBJECTIVE:
The client sought to improve a current prototype prior to taking the product to market. For this study, we used a series of focus groups with various Health Care Professionals — Anesthesiologists, Nurses, Surgeons and Hospital Administrators.
THE RESULT:
Not only did the company fine-tune a product during the developmental stages, therefore making sure they went to market as competitively as possible, but they also heard ideas for a potentially new product line that they previously had not explored.
Telephone/Internet Surveys were used to understand customer satisfaction.
THE RESULT:
They discussed best practices, and concerns, with specific departments in order to better service their customers. This survey was repeated the following year after the baseline was set.
Internet Surveys were utilized in order to get some gut check feedback to a new product. A list was obtained from internal sources at the company and questions were posed to key users of the proposed new product.
THE RESULT:
This research gave the company an idea of whether or not this product had sticking power and was worthy of looking into further via focus groups and product development.
THE OBJECTIVE:
The client desired to test customer acceptance of current sales and informational literature and assess the readability, clarity and aesthetics of current informational literature. We utilized focus groups with both their members and non-members.
THE RESULT:
Changes were made to the literature in order to make them more user-friendly which allows both members and non-members access to key information on a yearly basis when companies, or individuals, have the option of switching carriers – it was imperative that this literature be as clear, and creatively clean, as possible.
THE OBJECTIVE:
The client asked us to find the strength of the brand recognition of their advertisements versus competitors’ television and radio spots. Using focus groups with members and non-members, we also tested which ads not only had the highest retention but the clearest message and most appealing, and memorable, campaigns.
THE RESULT:
They were able to take the pulse of the viewers, and listeners, in order to understand which types of ads best resonate in regard to insurance carriers. Before going live with an ad campaign, they were able to get a feel for which would be the best campaign to most effectively reach their target audience — their existing and prospective members.
THE OBJECTIVE:
Office of Medicine and Diabetes utilized focus groups to gain an understanding of the attitudes and motivations of doctors and other healthcare providers in making career choices.
THE RESULT:
Our research and analysis generated an understanding of what motivates doctors and healthcare providers to practice medicine, as well as how they choose a location for their practice. The findings from focus group analysis was used to create a recruiting and marketing campaign to attract doctors and healthcare professionals to the rural, reservation-based medical facilities of the Native American Nation.