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Page 1: IEBC and Q2 Insights Webinar Capturing the Student Voice Brad Phillips President, IEBC Kirsty Nunez President, Q2Insights.

IEBC and Q2 Insights Webinar

Capturing the Student VoiceBrad Phillips

President, IEBC

Kirsty NunezPresident, Q2Insights

Page 2: IEBC and Q2 Insights Webinar Capturing the Student Voice Brad Phillips President, IEBC Kirsty Nunez President, Q2Insights.

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Welcome to Capturing the Student Voice

IEBC helps education stakeholders use data and information to make informed decisions, improve practice and increase

student success.

Brad Phillips, PhDPresident/CEO

Institute for Evidence-Based Change (IEBC)

Kirsty Nunez, MA, MSPHPresident and Chief Research Strategist

Q2 Insights, Inc.

Q2 Insights is a leading marketing research firm blending cutting edge technology

with a full spectrum of research methodologies.

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Student Equity and SSSP – An Opportunity to Learn From Our Students

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What We Are Familiar With

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What Today’s Students Are Familiar With

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A Focus on Student Success

Institutions want students to be successful and students themselves want to be successful. As institutions,

How do we help students become more successful throughout

their educational experience?

How do we engage students more deeply for an enriched college

experience that is appealing to them?

How do we align ourselves more closely with students’ needs and lifestyles to reach

a wider potential student base?

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Integrate the Student Voice in Important Decisions

Become more student centered by understanding student experiences from the student perspective.

Use tools that enable students to give their honest opinion and feedback.

Make the right decisions based on the student experience for effective and meaningful change.

Ask and listen to students with the right tools to get a deep understanding of attitudes, opinions, and behaviors of an increasingly diverse student body.

To help students become more successful, we need to:

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Young Adults: A Digitally Mobile Population

Using the right digital tools for the job, higher education institutions can uncover changes and support the fastest-growing and most underserved student population, leading to an optimal college experience.

89% of student time spent on media is

through mobile apps.

Smart phones are widely used for

accessing educational resources.

30% of smart phone users use smart

phones to take a class or get educational

content.

Younger adults who have low income and

low educational attainment levels and tend to be non-white consider themselves

“smart-phone dependent”

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In-Person DigitalRecruitment can be time consuming and

challenging Recruitment is efficient and less challenging

One Focus Group is two hours in length One Focus Group is conducted over three daysStudents must participate on a specific date at

a specific timeStudent contributions are 1.5 hours over a

three day time period8 to 12 students 25 students

“Air time” is not equal across all students All students contribute at least 1.5 hours of content

Students may be not fully forthcoming More likely to tell it like it isModerator’s Guides typically do not change

during the Focus Group sessionModerator’s Guides are set but change based

on student responses

Generally only verbal feedback is obtained from students

Feedback from students includes voice, narrative, storytelling and uploaded pictures,

video, etc.

Cost for 75 students: $56,200 Cost for 75 students $32,000 but much more content

In-Person Versus Digital Qualitative Research

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Benefits of Digital Mobile Technology

Mobile and other digital survey tools allow higher education leaders to transcend time and place barriers to tap into the student voice when, where and how it is convenient for them.

There is an increased willingness to participate in research and to offer opinions in an anonymous environment, especially when discussing sensitive topics such as failure.

Using digital tools, students are in an environment in which they are comfortable and tend to feel a stronger sense of control. As a result, engagement levels increase.

Students are not required to physically show up at an appointed time nor to express their opinions in an artificial environment amongst strangers.

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Digital Bulletin Board Focus Groups

The methodology affords greater insight-rich sessions than traditional in-person qualitative Focus Groups. Digital Bulletin Board Focus Groups generate more qualitative data than would be

generated by in-person Focus Groups conducted with a comparable number of respondents.

Digital Bulletin Board Focus Groups use a digital platform that gives respondents the ability to login at any time during a 24-hour period using their mobile device, tablet, laptop or desktop and

provide feedback over a set period of days or weeks.

Traditional Focus Group: 8 to 12 respondents generate 2 hours of qualitative dataDigital Bulletin Board Focus Group: 25 respondents generate 37.5 hours of qualitative data

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Digital Bulletin Board Focus Groups

Visual (video or pictures) Auditory Written words

Stimulus material in the form

of …

Video Text Narrative StorytellingFeedback

can be in the form of …

Messages

Websites Posters

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Digital Bulletin Board Focus Group Process

Students will typically be recruited from a client database provided. Q2 Insights recommends over-recruiting to ensure 25 participate per DBBFG.

Senior marketing research consultants will moderate the Focus Groups.

Recruiting

Professional Moderating

Each DBBFG will be three days in duration. Students will be required to log in and participate at least 30 minutes per day for three days.

DBBFG Platform

A detailed report of findings will be developed in MS PowerPoint format; conclusions and recommendations will be included.

Reporting

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Sample Device Views

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Sample Stimulus Material

Stimulus materials might be mood boards, concept statements, advertisements, videos, images, or other materials.

Digital Bulletin Board Focus Groups Concept Statement

Digital Bulletin Board Focus Groups give students the ability to log on at their leisure and provide feedback over a set period of time. Students are engaged in the research asynchronously. The methodology provides greater geographic reach and longer, more in-depth transcripts than any other qualitative methodology. Conduct research in-home, in-field, in-school, or even offline. Participants love the convenience. Clients love the depth of information and video management capabilities.

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Qualitative Reporting Examples

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Five Steps to Take Advantage of this Student Voice Opportunity

Identify the issues at your institution that need to be addressed1

Work with IEBC and Q2 Insights to formulate objectives for the research2

Recruit students to participate3

Senior researchers from Q2 Insights will moderate the three-day boards while you observe digitally4

Receive a report that addresses the objectives and includes conclusions and recommendations5

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Timeline

Depending on the scope of the project, the following timeline may be achieved for a Digital Bulletin Board Focus Group.

Week: One Two Three Four Five

Project Set-Up Including Recruiting Screener Development

Recruiting Screener Approved

Draft Moderator’s Guide

Moderator’s Guide Approved

Recruiting

Conduct Focus Group

Reporting

Report Deliver

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Costs

Costs are dependent upon the scope of the project. Other elements that affect costs are the number of participants, the number of Digital Bulletin Board Focus Groups conducted, incentives, and the stimulus materials or exercises developed.

This work falls under Student Equity and SSSSP. Gathering the student voice is critical for colleges to better develop programs and services that can really address student needs – not the needs we think students have.

One Focus Group of 25 students may range from: $12,000 to $15,000

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How to Get Started

Contact IEBC:Phone: 760-436-1477

Brad C. [email protected]

www.iebcnow.org

Contact Q2 Insights:Phone: 760-230-2950 ext. 1

Kirsty [email protected]

www.Q2insights.com

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Questions and Answers