What are they thinking? (How and when to use research to figure out what’s really going on.) MASA/MOSPRA Spring 2012 Conference Mary Jo Burton, APR North.

What are they thinking?(How and when to use research

to figure out what’s really going on.)

MASA/MOSPRA Spring 2012 Conference

Mary Jo Burton, APRNorth Kansas City Schools

Ken DeSieghardt

Pre-test

www.patroninsight.com

1. What type of research is best to gather data or assess knowledge about an issue?

2. What type of research is best to measure impressions/perceptions on an issue?

3. What type of research is best to predict behaviors/outcomes on an issue?

4. What type of research is best to test messages on an issue?

5. When is the best time to do research?

6. How can I conduct research affordably?

The life of a school district leader is so…wonderful


• I wonder whether that patron’s e-mail comment is right…that “everyone feels like I do?”

• I wonder if everyone is as misinformed as the patron who just called me?

• I wonder if anybody knows just how crowded our schools are?

• I wonder how many patrons really understand what we’ve done to manage our shrinking budget?

• I wonder if anyone will vote for our bond issue?

Here are a few wonderful things your patrons have told

us


• “We never had any of the extras such as a swimming pool or hot lunches, and we made it through school.”

• “I would seldom use a new stadium.”

• “Early Childhood programs are just a way to get children away from parental guidance and indoctrinate them into state schools.”

• “Somebody flubbed and forgot to get the casino money that schools were supposed to get.”

Your response?


Pick one (or more):a. Bang head against wall.b. Obsessively read the “comments” section on

online news stories.c. Check Twitter and Facebook every five

minutes.d. Wonder what you did wrong or what more

you could be doing.e. Share with others on the leadership team,

with the comment, “I think we have a problem.”

f. Think about conducting research, to get a clearer picture of the opinions of those who matter to your district’s success.

When utilized effectively, research…


Lets you inside the heads of those who are important to your district’s success to find out their:

• Hopes and dreams• Fears and anxieties• Thoughts and emotions• Perceptions and misperceptions• Brand thoughts, how they make

decisions

However…


• Research does not make decisions for you.

• It informs your decision-making.

Effective research…


• Is applied selectively and strategically.

• Is focused on the information you need to know to help understand a situation, help make decisions, or both.

• Uses the right methodology to collect the specific type of information you need.

• Eliminates any “I’m just curious” questions and topics.

When can research be helpful?


• Find out if patrons will vote for your proposal

• Find out why patrons didn’t vote for your proposal

• Understand how your district’s brand is perceived and how that perception may be changing

• Find out what you may be “in for,” if you take an action you are considering

• Track perceptions after making a policy change

• Evaluate employee opinions• Engage an ongoing patron committee• And so much more!

Step 1 in any research process: What do we already know?


Always begin with a thorough review of data you have, or can easily obtain, that might deal with the topic/issue:

•Media trends (traditional and social) – What’s the general tone on the topic/issue?•Website traffic – What’s being viewed most often?•Reports from “the field” – What are principals hearing? Teachers?

Step 2: Answer this question.


Do I need data, or do I need impressions to help make decisions

and/or understand the situation more accurately?

What’s the difference?


Data-based research is:• Statistically valid• Ideal for yes/no decisions and for

tracking opinions over time

Impression-based research is:• Designed to “hear the voice” of the

target audience• Ideal when a structured conversation is

the best way to gather the necessary information

Data-based research


Telephone:Pros• Pinpoint precision/statistical reliability• Ability to ask complex questions• All questions get answered

Cons:• Cost (if outside firm is used)• Accuracy (if well-meaning volunteers are

used)• Can be time consuming

Impression-based research


Focus groups:Pros• Getting to literally “hear” your target

audience talk about your issue, idea, plan, etc.

• Format allows for material to be displayed for comment.

Cons:• Recruiting can be challenging• Facilitation is not easy (being “strategically

dense”).• How many groups is enough?

Impression-based research


One-on-one interviews:Pros• Much more in-depth conversations• Typically involves thought leaders• Secures good data and sends a positive

message to the participants (“You are important, so I wanted to ask you about this…”)

Cons:• Scheduling• Who/how many to include/exclude?

Somewhere in between…


Online:Pros• Ideal for “captive” audiences – especially

staff and parents – because the surveys can be sent directly to them

• Cost (but “free” versions have many limitations)

Cons:• “Oversamples” the passionate on both ends

of issue• Includes the “mystery of the unanswered

question”

Somewhere in between…


Mail:In a word…don’t.

General Rules of Thumb


• Begin with questions that don’t require any inside knowledge.

• Break down complex subject matter into small pieces.

• Scales/grades are generally better than yes/no.

• Written exercises in a focus group are a great way to lessen the “blowhard” risk.

• Any question where the answer you are hoping for is obvious…is obviously a bad question.

• Focus any demographic questions on info you really need.

More General Rules of Thumb


• Use the APR chart to determine how many completed interviews you need for the results to be reliable.

• Focus groups, one-on-ones and panels are not statistically reliable…make certain everyone knows this.

• If you are considering online, consider a subscription to a service like Survey Monkey ($200 a year for unlimited surveys and maximum survey design flexibility).

Final (we promise!) thoughts


• Begin with the end in mind. (How will I use this information?)

• Seek active involvement from key people (important and politically important) early in the process.

• Double-check your questions and the specific details.

• Understand the limitations of whatever research you are conducting.

• Be prepared to hear anything.

Post-test


1. What type of research is best to gather data or assess knowledge about an issue?

2. What type of research is best to measure impressions/perceptions on an issue?

3. What type of research is best to predict behaviors/outcomes on an issue?

4. What type of research is best to test messages on an issue?

5. When is the best time to do research?

6. How can I conduct research affordably?

Thank you!


Mary Jo Burton, APR Ken DeSieghardt

North Kansas City Schools Patron Insight, Inc. [email protected] [email protected]

Office: 816/413-5050 Office: 913/814-7626 Cell: 816/520-5555 Cell: 816/225-0668

mailto:[email protected]

mailto:[email protected]

What are they thinking? (How and when to use research to figure out what’s really going on.) MASA/MOSPRA Spring 2012 Conference Mary Jo Burton, APR North.

Documents

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patrons didnt vote

bond issue

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