Consolidating our findings

We learned much from our first pilot of the Oxplore site in the North East. We ran 6 school-based focus groups with 73 young people from years 7 to 12 as well as collecting data on site usage through Google Analytics.

The focus groups offered a space for us to get into detail as well as hear free form feedback about what users might expect from the site. We had several interactive tasks for them to reflect on, as well as plenty of time to discuss their more general thoughts and opinions. It was interesting to hear the similarities and differences between Year 7 students and Year 12 students in their approach to the concept of Big Questions and in how they viewed the content on the site at present. But, as with all good discovery processes, there was no simple answer and much to consider. Not least because we had lots of notes and findings to transcribe back at the office…

cookies-memeOur Google Analytics data brings together the users who first heard about the site through our school workshops as well as those who came to the site from the posters we distributed in schools and social media. There is one substantial barrier for us with our age range of 11-18: Google simply can’t (or maybe won’t) provide demographic (age, gender) or interests data for those under 18. However, we can still get insights into other aspects of site usage. We were pleased with average length of time each user spent on the site and due to some technical wizardry from our developers we can get a good insight into what they did in this time. Translating all this data within the limits of the context that analytics can give us is a challenge.

And, to add just one more degree of difficulty, we have to consolidate the findings of both the focus groups and the analytics! In places they generally support each other, but in a few cases they differ too and we need to make a call on what the answer might be. We also have to consider any new findings alongside our earlier work with our Oxford consultative group. And, with another pilot phase coming soon, we also need to reflect on what we’ve learned about gathering feedback in this way to ensure we get the most out of it.

With all this going on on a granular level, the good news is that – anecdotally at least – we had lots of thumbs up. thumbs-up-sign

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About Alex Pryce

I manage Communications and Engagement for the digital outreach portal project. I am based in the Widening Access and Participation team at the University of Oxford.

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