Retail Company Case Study - Post Survey Focus Groups

Project Drivers and Overview
Having conducted an employee attitude survey a leading UK retailer commissioned a firm of survey consultants to conduct employee focus groups and executive interviews. The objective was to investigate issues highlighted by the survey in the distribution division of the business.

Methodology and Coverage
A focus group template and structure was developed to investigate the underlying factors behind relatively negative attitudes regarding:

Pay and bonus
Benefits (including pension and holiday)
Recognition programmes
Work conditions and work practices
Internal communications

In addition, facilitators from the survey consultants were asked to investigate employee attitudes regarding future changes to work practices and shifts. Over 300 (10%) randomly selected employees across six sites participated in the focus groups. The focus groups were conducted over a three-week period and timed to accommodate shift patterns. Each session lasted between 1.5 to 2 hours and followed a consistent format. An experienced facilitator conducted each session with a scribe present.

A report consolidating the data from all the sessions was produced for the board director responsible for the division. The report highlighted casual factors behind the survey results and has enabled the management team develop an action plan to tackle the issues highlighted. In addition the data obtained helped divisional managers anticipate issues that company may face in introducing further changes to the workplace.

Project Evaluation and Benefits
Feedback from both participants (including union representatives) and managers was positive about the exercise:

Participants welcomed the opportunity to express their views and saw the initiative as a valuable step towards building a more collaborative relationship with the company.
Management valued the data as it has helped them focus their initiatives on areas that will have a real and positive impact on employee attitudes and relations.

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