First, identify your best researcher. Ideally, this is a research professional. Some research companies do pro bono work, so it’s worth making a few phone calls. Also, take a look at your local colleges and universities. A project like this could make a great graduate student project. If these options are not available, talk to your board members to see if they have a friend in the research business. Another common place to look is within the organization. Is there a staff member with this experience? If not, look for someone who is easy to talk to, has the respect and admiration of your staff, naturally inquisitive, process driven, and good at keeping information confidential.
Second, determine what you want to learn: change in demographics, highest program usage, issues facing your clients, etc.
Third, develop your research approach. It’s normally best to start with conducting qualitative research. If necessary, you can then conduct quantitative research to validate your qualitative findings. Did you get that? I just wanted to see if you were paying attention. Let’s say that in a way that makes sense.
Qualitative data can be observed but not measured. Here is an example of qualitative data: The black and white photograph is of a post-modern, Frank Lloyd Wright knock-off house located in Tulsa, Oklahoma. Qualitative approaches could include focus groups, staff meeting, interviews, email of questionnaire, or calling peer organizations.
Quantitative research can be measured – the photograph is 5” x 7”, the frame weighs 1.5lbs and the whole piece retails for $50. Quantitative approaches could include an online questionnaire, paper survey to clients, or review of intake forms.
Here’s one more example pulling from our previous blog entry reference of a domestic violence (DV) organization. Let’s assume a DV organization wants to identify trends and unmet needs of clients. A qualitative approach would be to talk to staff members about their experiences with survivors of domestic violence and what they hear are the most common factors for abuse. A quantitative approach would be to review client intake forms and count the number of times an abuse factor was listed in 1-month periods over a year and then create a graph. In this example, it doesn’t matter which one you do first.
Fourth, create your research materials. You should create a document that outlines what you want to learn, the approaches you are going to take, and the materials you’re going to need. Keep it simple. Why should you do this very important step?
- So you don’t have the recreate the wheel the next time you want to do this research a questionnaire
- You’ll be able to look back and see what worked and what didn’t and fix it for next time
- It gives you a roadmap for actually doing the research and analyzing the results
Fifth, you should test your materials. Send your survey or questionnaire to people who are not participating in the research and ask them to fill it out and let you know if any questions were vague, the online tool was functioning, etc.
Sixth, conduct the research. Tell participants that their responses are confidential, or if possible, anonymous; give an end date; share how the information will be used, but don’t give away your internal organization strategy (cutting programs, realigning funds to current needs, etc.) unless you’ve already decided to do so; and finally, thank your participants.
Seventh, analyze the results. What conclusions can your draw from the research? Now, create your graphs, write a summary of the interview findings – whatever is appropriate for the methodology you chose and discuss with your team and board.
Eighth, identify your next steps. What are you going to do now that you have this information? Write it down, crunch the numbers, check in with your staff on your decisions (if appropriate) and see if they have any feedback or suggestions for the recommended changes.
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