How to gather data: ask the audience

Asking the right questions

 

Having the right platforms, software, and systems in place to quiz audiences is only one part of the challenge in gathering further data. Asking the right questions is also key.

 

It is vital that charities ask questions that offer the charity valuable information and ensures it is not bogged down with less relevant data.

 

Questions that are poorly phrased can also confuse audiences. Make sure they are clear and concise.

 

The book Effective Data Storytelling offers a useful four-step guide to ensuring the right questions are being asked.

 

 

Prioritise problem solving

 

In planning a survey or questionnaire charities are advised to ask themselves what challenge the charity is looking to solve. This could be a campaign or resource that is failing to engage. Questions should focus on gaining a deeper understanding of why and what can be done to improve. Offering a range of options for improvement can give a good insight into how the problem can be solved.

 

 

Consider outcomes

 

A key question charities should ask is what is their goal? Be realistic. Don’t ask questions that focus on unrealistic goals. All charities would like to spend millions of pounds on improvement in areas of the organisation, but more cost-effective solutions may be needed. Questions need to be steered towards achievable goals, not impossible dreams.

 

 

Assess actions

 

Assess the likely actions that could arise from gathering further data from audiences. Do they represent value for money? Will those actions engage supporters?

 

 

Measure responses

 

When measuring responses, it is vital that charities are focused, even if they are gathering views around several areas of their organisation. If the marketing team is looking to improve their campaigning, for example, focus on data around areas such as social media engagement and how much and how frequently supporters give. The policy team may want a completely different data, perhaps around lobbying, to help them improve.

 

 

Obtaining consent

 

Consent is required from those taking part in surveys, emails, and questionnaires. This is an ethical requirement around transparency but also a legal one, bound by the General Data Protection Regulation, the EU legislation that has been adopted into UK law following Brexit, as well as the Data Protection Act.

 

According to the UK Data Service: “A failure to property address issues of consent may restrict opportunities for initial use of data, the publishing of your results, and the sharing of the data.” It specifically highlights the need to obtain consent in surveys.

 

When personal identifiers are not collected, the survey should clearly state that consent for the data for specified purposes is implied when taking part in the survey. Charities should also offer assurances that they will not be sharing any personal information.

 

When personal or sensitive data is collected, charities should use written consent forms to ensure compliance with data legislation. The UK Data Service has an example survey consent statement for guidance.