Whilst culture surveys provide a snapshot of what’s going on in the business, they often result in a frustrating lack of insight into the core issues.
Getting to the root of how people feel, and more importantly, why they feel the way they do, requires a conversation.
Qualitative research opens up the space for this kind of conversation by creating a safe space for people to share their honest thoughts and lived experiences.
It provides 3 key benefits:
Engagement - by providing employees the opportunity to feel heard
Insight - by providing in-depth understanding of the key issues and opportunities within the organisation’s culture
Priming - by starting the conversation and thus setting the scene for a culture-change or leadership initiative
The value of this work lies in:
The quality of the conversations
Through the use of a well-crafted discussion guide and the skills of an experienced interviewer, we are able to facilitate a conversation that:
Creates a safe and unbiased environment to encourage honest sharing and story-telling
Follows the emerging threads to uncover new or unexpected themes
Challenges superficial or “edited” responses to ensure authenticity and depth
Ensures direction is steered away from unhelpful complaining and towards productive exploration
2. the quality of the analysis
The output is not simply a summary of what people said. High quality research requires the skill of an experienced researcher to be able to interpret the data and bring it to life in a clear and compelling story.
The result is a rich, nuanced understanding of topics such as:
Perceptions of what it takes to succeed in this organisation
The barriers to psychological safety in the workplace
Perceptions of Diveristy and Inclusivity
What gets in the way of people feeling like they belong
How people define good leadership
The role of trust in building high performing teams
And ofcourse, how the organisation is perceived to be delivering in these areas so that the relevant opportuities can be identified.
By understanding the current perceptions, challenges and the specific language people are using, we are in a better position to deliver to the real needs of the organisation and to bring about change that is relevant, compelling, and impactful.
A deep-dive research project would involve:
Fieldwork via 1:1 interviews or mini-groups (with recordings and transcripts)
Analysis of data
Presentation of findings
Ongoing consulting to co-create a leadership initiative that stays true to the core issues
The approach will be designed according to your organisation’s needs at this time, and to maximise actionable insight. Please get in touch to discuss how this type of research can benefit you.
why work with me?
I’m a Coach, Facilitator & Reseacher specialising in Organisational Culture and the Enneagram as a tool for personal and professional development.
I’ve spent more than 15 years in the field of Consumer Insights including a role as Consumer & Market Insight Director for Unilever, project leading Unilever’s Global Qualitative Research Accreditation Programme and since starting my own business over 7 years ago, running various qualitative research projects alongside my coaching and team facilitation practice.
My research into Organisational Culture allows me to combine my business experience alongside my qualitative research skills and my passion for personal and leadership development.