FOCUS GROUPS EVALUATION REPORT

 

SESSION:

NWRA Sustainability Focus Groups: 

Lancaster, Speke & Warrington – January 2003

 

EVALUATION CRITERIA

 

Participants described characteristics of hard to reach (H2R) before and after:

·                     Environmental/locations

·                     Stages of life

·                     Experiences

·                     Priorities

·                     Positive motivators to action

·                     Values

 

COMMENT

 

H2R Characteristics:

Poverty

Health and stress

Disaffectedness

Marginalised

Powerless

Inequality

Swamped

Often have a ‘primary issue’ that is their focus to address.

  • Community safety
  • Health
  • Transport
  • Housing

Small things matter.

Feel that ‘secret’ decisions are made.

H2R because feel swamped with choices.

Less likely to be involved in decision making process.

Need ‘security’.

Reduced ability to travel.

Disability and literacy issues.

Think locally.

Strong value positions.

It is a mistake to assume H2R are not discerning.

Can’t make a difference.

How many have access to a computer?

Everyone can be hard to reach at some point.

H2R as a statement is flawed.  Make’s you think poverty.  However H2R is not just about the poorest groups.  H2R are people who choose not to be reached.

H2R is someone who doesn’t know where to start.

 

Motivators to Action:

Choice

Able to act

Access to information

Values focussed

Need to reach local individuals i.e. ‘community leaders’ then word of mouth.

Training and information

Less jargon

Local activity not global messages.

Well funded local networks.

Long term and consistent.

Make sustainability easy.

Market to ‘everybody’ but group by:

  • Physical
  • Emotional
  • Economic
  • Cultural

 

The word sustainability needs to be repackaged.

Information seminars

Scale is important.

Don’t notice small recycling statements, small labels and parent companies, just clear large statements and visuals.

Objective reporting not spin.

Repeat messages? 

  • How when don’t notice cross promotion?
  • A series of non commercial messages?

 

Make up of Focus Groups:

 

Covered:

Employment

Poverty

Image of region

Regeneration

Access to services

Health

Equal opps

Not for profit

BME

Co-operatives/business sector

Charity/educational

Urban, rural and coastal

Councils for voluntary service

Children and young people

Colleges and students

Inner-city

Disability

 

Not covered:

Housing/Crime/Energy/Transport/Air quality/Waste/Conservation

 

EVALUATION CRITERIA

 

Questions and responses on sustainability.

 

COMMENT

 

Sustainability is:

Continuity.

Principles with balance.

Funding.

Leave something behind.

How to make choices.

Maintaining projects.

Local improvements to local life.

Keeping good practice.

Paying the bills.

Any bright idea should be good enough to last.

Independence and innovation.

Planning, participation and progress.

Other people not changing their mind every two minutes.

Survival.

Probably perceived as a woman’s issue due to link to caring, but shouldn’t be.

Lasting.

Ongoing strength.

Looking after the world for grandchildren.

Commitment.

Maximise use of resources.

Recycling.

Environmental, social and economic with bedrock of spiritual/cultural.

Empower local communities.

Do tomorrow what should do today.

Meaningful involvement.

Continuous learning.

Flourishing

 

EVALUATION CRITERIA

 

Words and phrases used.

Themes discussed.

Enthusiasm/body language

 

COMMENT

 

Words and phrases used:

Positive:

Running and active

Outdoors

Green/organic

Soft muted colours

Care, pure, clean

Awareness and information is key

Commitment

Information

Health

Local activity is solid and reliable

Quality brands matter

Easier

Natural

Visibility and transparency

Associate with success, a benefit and reduced time

 

Negative:

Body image

Consumerism

Over packaging

Junk mail and leaflets

Poor use of resources

Manipulation

Dishonest information

Saying do something then not

Exploitation

“Hate plastic bags”

Extremes

 

EVALUATION CRITERIA

 

Any questions.

Changes in understanding and why.

 

COMMENT

 

See evaluation and summary.

 

EVALUATION CRITERIA

 

Session comparisons

 

COMMENT

 

Key themes: 

  • Choice
  • Mistrust of commercial messages
  • Honest information at a local level
  • Did we reach H2R directly?  Especially Liverpool.

 

Delegates:

  • Messages repeated and confirmed
  • Influenced by negative
  • Strong interaction as group
  • Values and cultures repeated
  • Woman’s issues

 

EVALUATION CRITERIA

 

Other

 

COMMENT

 

  • Boards
  • Attached design proof of mailer

 

EVALUATION CRITERIA

 

Outcomes/Trials:

 

Promo and mail

Local activity

Ambassadors

 

  • Do they understand sustainability better?
  • Media channels right?
  • How to find out wider views of communities and how engage methods/questions/locations.

 

COMMENT

 

Promo & Mailer:

  • 1000 with freepost more important than scale for this trial.
  • In Chinese community colours represent sadness and death – may be a barrier.
  • Make NWRA logo smaller and move.
  • Need strong image – visual more important than text. 
  • Subsequently searched suppliers.  All images are one dimensional.
  • Photo commission needed?
  • Need to send something back such as a free magazine.
  • Second group said do not send a postcard without an incentive or gain but this is included.
  • Community DIY?
  • Clearly defined objectives of campaign.
  • Link to website hits or requests for further information.

 

Objective:

Generate leads for long term data capture and:

 

Call to action:

  • Link to website
  • Magazine
  • Secondary research, 3 questions:
  1.  
  2.  
  3.  

 

 

Local Activity:

Seminars and roadshows.

Link to a local community group not business?  Differentiation in supermarket?  Should be about community groups? 

If so we need:

  • Test focus on men?
  • Men’s football teams?-activity link.
  • Focussing on key issue

 

Incorporate music/performers

 

Objective:

 

Video:

Target:

  • Children
  • Adults
  • Older people

 

Start by showing negative images.  Then inform of choices.  Not sure about this?

‘Do you care’

Need more than one video

Video should be localised not regionalised.

 

Objective:

Focus on YP.

 

EVALUATION CRITERIA

 

Evaluation forms returned and summary

 

COMMENT

 

What did you think of the Programme?

 

 

 

Excellent                    "                   Very Poor

4
 

13210
 

9
 

1*
 

 
 

 
 
 

 

 


*Withdrawn

 

What did you think of the Venue (All venues)?

 

     Excellent                    "                   Very Poor

9
 

10
 

6
 

2
 

 
 

 
 
 

 

 

 


 

If not why not/additional comments:

  • Was not totally sure what today was about, so I do not have any expectations – however found the whole morning useful and thought provoking.
  • Probably expected more info sharing on contacting marginalised groups.
  • Mostly, although I wasn’t aware of the detail of what we’re doing.
  • Very good contributions from varied groups, good networking.
  • Not too sure what’s come out of it – partly because not enough time to develop things.
  • Exceeded them.  Discussions were very stimulating and informative.
  • Didn’t have any expectations.
  • From arriving to finish, I was encouraged to take part.
  • Didn’t know what to expect.  Thought it was more of a BME event!
  • Low attendance.
  • Too focussed on sustainable development only.* (Withdrawn)

 

What was the best aspect of the meeting?

  • The final session about making a film.
  • People’s views pretty well similar.
  • Interesting format to engage individuals from diverse backgrounds to link on workshop issues.
  • Constructive discussion and attempts at analysis and networking.
  • Opportunity to offer views.
  • Networking
  • Meeting others with similar views.
  • Broadened my understanding.
  • Openness
  • Feeling comfortable that your opinions are valued and will be acted upon.
  • Activity based work.
  • The whole debate.
  • Going through exercises.
  • Indirectly to make me think.
  • Discussing H2R groups exercise.
  • Listening to other people/different opinions.
  • Well presented.
  • Good/focussed/group discussion.
  • Exploring diverse view points.
  • Ideas raised.

 

What was the worst aspect of the meeting?

  • Too much time on and picking pictures we liked/disliked.*  (Withdrawn)
  • Not enough time to work up responses and suggestions.
  • Possibly lack of time to exchange views and experience.
  • Had to spend time on taxis to and from Bank Quay station.
  • Lack of time x4
  • Too high powered, too much jargon words.
  • Constraints on particular topic.
  • Not enough time.  Would have welcomed full day with longer discussions.
  • Not enough time; light from video – dazzling.
  • None – perhaps the meeting could be longer.
  • Nothing in particular.
  • Nothing x3
  • At the beginning, I feel I lost the discussion.
  • Not enough time to look at film storyboard.
  • Appeared rushed.
  • Location and accessibility

 

Is your organisation interested in doing further work on this issue?

  • Yes x20
  • Yes.  But in a more relevant way.*  (Withdrawn)
  • Yes.  Especially education.
  • We are working within Cheshire to promote sustainability.
  • Yes.  We already have groups involved with recycling who would like to take things further.
  • Yes.  Subject to time etc.
  • Yes.  I will feedback to CVS Skelmersdale and Sure Start, T/House & D/Moor.
  • We support the concept – cannot extend ourselves further.

 

Are there any issues arising out of this meeting that you would like the NWRA and/or CNW to tackle in the future?

  • Co-ordinate institutions to work together.
  • Engage groups in short sharp focussed topical themes could provide a useful model for further development.
  • I would like to know how far the NWRA/CNW represent the BME communities.
  • To help raise the profile of Fasaware UK.
  • Community based projects.
  • Basic words/concepts need more discussion and clarification – e.g. ‘community’, ‘representation’, ‘consultation’.
  • Getting the message out to everyone.
  • Getting people involved.  Asking questions people understand.
  • Joint consultations by LSP.
  • I don’t think that kind of focus group, easy for BME group participate.
  • Need to reflect on that.
  • Think of developing a film around sustainability.
  • The NWRA should encourage statutory bodies i.e. employment services etc. to consider their remit also in terms of sustainability issues.
  • How to support the voluntary sector more.
  • Partnership working between voluntary and public/private.
  • Providing statement on what ‘sustainability is’.
  • Develop a step by step guide for councils etc. on meaningful participation.
  • Recycling of commercial/businesses/offices waste.

 

Are there any areas on which you would like further information?

  • Feedback from groups and ‘tracking’ of impact/benefit of this exercise.
  • Sustainability/BME communities.
  • To link with other groups.
  • Practical community projects.
  • Any info you have.
  • Interested in all subjects.
  • To be kept informed re. NWRA and sustainability.
  • Roadshows on NWRA to local community groups.
  • Support for business.
  • The outcome of the three focus group findings.
  • The role of NWRA.
  • Education for sustainable development.
  • No.
  • Report on progress.

Is there anything that you did not say in the meeting on the issues raised that you would like to comment on now?

  • Particular issues of ‘niche’ market social enterprise initiatives may have been useful.
  • No x6.
  • Quite a few issues would like to explore further.
  • How to reach groups – ethnic minority – language barrier women’s homeworking – cultural issues.

 

Summary:

 

Positives:

  • Learnt what a focus group is.
  • Thinking more about the subject.
  • Element of fun.
  • Felt comfortable and easy to talk.
  • Advantage that it is a small group.
  • Decisions will be implemented.
  • Relaxed.
  • Diverse backgrounds.
  • Made to think much harder who is H2R.
  • Good NWRA are doing this.
  • Nice to hear others opinions.
  • Networking.
  • Shared ways of thinking.
  • Can feedback what we are doing.
  • Can say what you think.
  • No one has a right or wrong opinion.
  • Useable.
  • Things will happen.
  • “Really made me think about sustainability”.

 

Less positive:

  • More people/groups.
  • Nothing to take back to groups.
  • Not easy to find venue.
  • More partners.
  • Still feels very big and out there somewhere.
  • Information on what doing in advance.
  • Still don’t understand word (sustainability).