Focus Groups

We conduct focus groups to better understand alumni attitudes and experiences, and to better understand their decisions to attend events and  participate in giving.  We also use focus groups to clarify any questions raised by survey results. If low ratings are obtained, a large number of negative comments are written or significant group differences observed, we use focus groups to dig deeper into the meaning of these survey results. Focus Groups can shed light on the true meaning of alumni feedback, and can be a very important step toward building a more engaged alumni community.    

Build More Engaged Alumni Communities

Focus groups capitalize on the communication between workshop participants to generate data. Alumni are encouraged to talk to one another, exchange anecdotes and comment on each other’s points of view. Out of this discussion are generated the behavioral statements that relate to alumni attitudes, feelings and opinions. Focus groups examine what alumni think, and why they think this way.  This method digs deep into the meaning of alumni attitudes, and can shed real light on alumni decisions to attend events or make gifts.

Focus groups can have a very positive effect on alumni attitudes. They provide alumni with a meaningful opportunity to become engaged with their alma mater and offer schools an effective strategy for building more engaged alumni communities.   

Please download our white paper, A Practitioner’s Guide to Facilitating Focus Groups, or contact us at 410.893.5152 or info@harfordsurveyresearch.com to learn more.