A
third format for conducting focus groups is the nominal group technique. This approach allows unbiased input to be
collected efficiently and accurately, and input is solicited from participants
in a carefully structured format.
This approach begins with a specific retention
issue being presented to the group, for example, “Today, we’d like to hear from
you – why you believe top sales performers, those consistently within the top
10% on closed sales, are leaving the company at a higher rate than the rest of
the sales department.” Participants in
the focus group then make a list of the specific reasons they believe this is
happening and then share their lists with the group in a round robin format
while all of the ideas are recorded and posted around the room.
Next the lists are consolidated and
integrated and the participants are asked to identify which ten items they
consider to be the most important causes of the retention issue, in order of
importance. After the lists are completed
each participant reveals his or her number one item, and ten points are
recorded next to that item on the list for each person that has selected it as
number one. Next, the number two reason
is identified, and nine points are allotted for each person that selected that
item as the number two reason. This
continues as each participant reveals their entire top ten list and points are
assigned to each cause based upon the rankings the receive.
Finally, all of the numbers next to each
item are totaled and the item with the most points becomes the number one cause
of the retention issue. Generally the top
15 causes are captured and reported as the weighted average cause of the
retention issue from that group.
One of the major advantages of using the
Nominal Group Technique is that it allows you to combine information from
numerous focus groups to obtain an overall list of the top reasons for the
identified retention issue. Simply
combine the final scores for each item identified by the individual focus
groups to create a list of the top 15 issues affecting your retention of top
talent.
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