Strategy Survival Guide

Collecting data - Interviews & focus groups
In Practice 1: SU Modernising the Post Office Project
In order to develop an understanding of the Post Office network’s business - including the size and shape
of the network, the outlets and the people who run them, the network’s products, services and customers
- the team:
• Had extensive discussions with people within the Post Office, drawing on their existing research
and knowledge and commissioning new analyses from them where necessary. These
discussions took place with field staff as well as headquarters’ staff.
• Visited post offices and talked to the people who ran them. The team visited post offices in south
and north London, Leicester, Lincolnshire, Gloucestershire, Scotland, Wales and Northern
Ireland.
• Spoke to clients of the Post Office about their use of the Post Office network and their future
strategy.
• Consulted business experts about potential business opportunities.
Collecting data - Interviews & focus groups
In Practice 2: SU Workforce Development Project
The project used a variety of models:
• Commissioning two focus groups, one of individuals and one of small businesses, from MORI.
These were run at two stages of the project, in May to garner attitudes and in July to try out policy
ideas. MORI were selected by open tender. They set up and ran the groups, producing a
summary and a full written report; oral briefings were also on offer (at a price). The Groups
provided good output both in terms of quotes and more general analysis.
• A regional focus group run by an independent consultant in Doncaster. Deliberately
commissioned to bring together a mix of employers and providers. Good across the piece input
giving a snapshot of attitudes and, importantly, how policies were working out at ground level.
• Various groups ad hoc, particularly small businesses.
• 'Mystery shopping’ by team members tested information and advice services. This was highly
effective, although the team needed to be clear on the 'cover story’. The findings had a significant
impact on subsequent policy.
Strategy Survival Guide – Strategy Skills
Page 128