Focus Groups and Qualitative Research: Uncovering the Insights That Drive Advocacy and Public Policy Success
October 18, 2024
In today’s rapidly shifting political environment, understanding public opinion is no longer a “nice-to-have”—it’s an absolute necessity. Governments and decision makers don’t just want to know how an idea or policy proposal will help you. They need to see that consumers and workers believe it will help them.
Some of the most profound understandings emerge from real people having real conversations. At Abacus Data, we use focus groups and other qualitative research techniques to go beyond the numbers, illuminating the underlying beliefs, motivations, and unmet needs that shape public opinion. This depth of understanding can help you more effectively frame messages, design policies, and influence decision-makers in today’s complex and competitive environment.
What We Do: Turning Conversations Into Clarity
Abacus Data’s qualitative research offering—encompassing focus groups, in-depth interviews, online communities, and more—is designed to reveal the “why” behind the “what.” While quantitative surveys provide a crucial snapshot of public opinion, focus groups deliver something more nuanced and intimate: the context, reasoning, and emotional drivers behind those opinions.
In the context of public affairs, advocacy, and public policy, qualitative research can be a game-changer. From exploring how the public perceives a contentious policy proposal to identifying the narratives that resonate with key audiences, our focus groups connect the dots and uncover the real human stories at play.
We apply the same three-streams model that informs our polling work to guide our qualitative research approach:
Problem Recognition: Focus groups can reveal if the public understands the problem you are trying to address. Are people aware of the issue? Do they care about it? By hearing participants talk in their own words, we gain insights into what triggers concern and what might be missing in current messaging.
Solution Viability: Through moderated discussions, we explore whether participants believe in the feasibility and desirability of proposed solutions. Where a survey might tell you that 60% support a certain policy, a focus group can tell you why they support it—or why they might waver under pressure.
Political Will and Action: Ultimately, you need to know what will motivate people to act or influence decision-makers. Focus groups help you understand how to inspire advocacy, overcome skepticism, and build the sense of urgency needed for change.
By examining all three streams in detail, our qualitative work provides you with the insights necessary to craft messaging that resonates, identify unmet needs, and refine your advocacy or policy strategies to reflect real human perspectives.
How We Do It: Listening Deeply, Then Connecting the Dots
Our process begins where all good research does: with a thorough understanding of your organization, its goals, and the context in which you operate. We start by learning about your issues, your stakeholders, and the policy or advocacy landscape in which you work. Then we design a qualitative research plan tailored to your needs:
Participant Recruitment: We identify and recruit individuals who represent the audiences you need to understand—be it swing voters, key stakeholders, or members of specific communities. Our carefully screened participants bring authentic voices to the table, reflecting the real-world conditions and opinions you aim to influence.
Discussion Guide Design: Unlike a rigid survey, a focus group is guided by a strategic, flexible framework. We create a discussion guide that targets your key questions, while allowing room for participants to express unexpected thoughts. This ensures you get both the answers you anticipate and the surprises that may prove most valuable.
Moderation and Observation: Our seasoned moderators, trained to elicit honest, considered opinions, guide conversations to ensure participants feel comfortable and heard. We observe group dynamics, note which topics spark energy, and identify points of confusion or contention. Through this process, we gain a richer sense of what influences perception and how deeply held beliefs can shift.
Analysis and Reporting: After the sessions, our team of experts synthesizes the findings, highlighting core themes, emotional triggers, and the subtle distinctions in public understanding. We translate these observations into strategic recommendations—identifying the unmet needs, framing opportunities, and communication angles most likely to move the needle on your policy or advocacy goals.
Why We Are the Best: Expertise, Empathy, and a Clear Vision
Abacus Data is Canada’s most sought-after public affairs research team for a reason. We we release a poll “Ottawa listens”.
Abacus Data is led by Dr. David Coletto, one of Canada’s most trusted voices in public opinion research. Our qualitative team boasts a range of academic credentials, including PhDs and Masters degrees in Political Management, and decades of combined experience in the public affairs space. We understand the political, social, economic, and geopolitical context in which you operate because we live and breathe it every day.
But what truly sets us apart is our ability to blend rigorous methodology with empathetic inquiry. Our moderators know how to navigate sensitive topics, draw out hard-to-reach opinions, and foster an environment where participants feel safe sharing their authentic views. This expertise ensures that you don’t just get surface-level feedback—you get meaningful insights that illuminate the path forward.
What to Do With the Research: Translating Insights Into Action
Qualitative insights are more than just anecdotes—they are the building blocks of better strategies and more effective advocacy. Armed with the findings from our focus groups and qualitative research, you can:
Refine Messaging and Communications:
Develop messages and narratives that resonate with your target audiences, backed by a nuanced understanding of their priorities, fears, and values.
Build Internal Consensus:
Use recorded sessions, summaries, and key quotes to unite members, leaders, and boards around a common perspective. Hearing real Canadians voice their concerns in their own words can make the case for strategic shifts more compelling than any spreadsheet ever could.
Optimize Advocacy and Policy Strategies:
Identify gaps, fine-tune arguments, and discover new angles to strengthen your lobbying efforts, government relations work, and public outreach.
Leverage Our Platforms and Expertise:
Just as with our polling services, we can help publicize key insights through our 50,000-follower network and our weekly newsletter, Worth a Look. Host a presentation by Dr. David Coletto at your next conference, meeting, or board session to bring the findings to life and inspire action.
Ready to Get Started?
If you’re ready to elevate your advocacy, public affairs, or public policy initiatives through rich, people-centered insights, Abacus Data is here to help. Contact Yvonne Langen to set up a 15-minute initial consultation, and we’ll connect you with one of our senior researchers. From there, we’ll design a qualitative research program—complete with focus groups and other methodologies—that delivers the depth and clarity you need to navigate today’s complex landscape.
Don’t settle for a one-dimensional view of public opinion. With Abacus Data’s focus groups and qualitative services, you’ll gain the textured understanding required to turn public perspectives into strategic advantage. It’s time to step beyond the numbers and connect directly with the voices that can help shape the future of your advocacy and policy work.
ABOUT ABACUS DATA
We are Canada’s most sought-after, influential, and impactful polling and market research firm. We are hired by many of North America’s most respected and influential brands and organizations.
We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail, and exceptional value.
And we are growing throughout all parts of Canada and the United States and have capacity for new clients who want high quality research insights with enlightened hospitality.
Our record speaks for itself: we were one of the most accurate pollsters conducting research during the 2021 Canadian election following up on our outstanding record in the 2019, 2015, and 2011 federal elections.
Contact us with any questions.
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