Focus groups are a quick and cost effective way to explore perceptions from a variety of key stakeholders. These could be parents, pupils, staff SMT or alumni. The feedback will throw up issues that you may or may not be aware of. These issues can then be explored in greater depth by online or telephone research, or a paper questionnaire, depending on their significance.

Our focus group methodology:

• A led discussion lasting approximately one hour
• The sessions include some structured elements such as a brief questionnaire and/or a thematic apperception test
• Discussions are based upon questions agreed with you beforehand
• The sessions are recorded

As well as gaining individual points of view, focus groups can test broader perception.  Some specific objectives could be:

• Parental perception - exploring current thinking of parents of children in specific years regarding their experience of the past/current stage and perceptions of the next stage
• Internet trends - if you are considering a new school website, focus groups can clarify perceptions of the key stakeholders at the school and create a clear marketing positioning for the school, prior to development of your new school
• Key stake holder perception - to set the direction for your future marketing activities, focus groups with parents, staff, pupils, SMT and Governors will provide a clear picture of how the school is perceived by its key stake holders and where the gaps are
• Web development - to ensure informed development of a new school website, focus groups can be used to obtain specific feedback from parents on the structure, navigation and content of current and proposed

Ideally the groups take place in a relatively private environment within your school, with refreshments provided.