Communication audits are conducted in organisations to find out how effectively their communication processes are working. The audit inquires into such matters as information mechanisms, flow, content and relationships.
The audit may be conducted on a group and an individual basis. It may adopt both quantitative and qualitative formats.
The focus group approach is frequently used in the communication audit. It is especially valuable for drawing out salient issues.
Undertaking primary research with groups takes a similar form to conducting one-on-one interviews, although presenting more complex human dynamics. Here are some key considerations for approaching the task:
Make sure everyone participates. This is not just a matter of equity; it also ensures you obtain the cross-representational views you are seeking.
Questions need to be fewer in number in order to get through a reasonable slice of the agenda and to give each group member the opportunity to address the main issues.
It is more difficult to make detailed notes in focus groups. People often speak at cross-purposes and chase red herrings. You have to be ready for the discussion taking an unexpected turn. The information you get is less likely to be neatly categorised. Always note the flavour of what is said even if it is not possible to provide a lot of precise quotes.
In your notes, indicate where the group shares a common view and also where views are substantially divergent. Explore differences of opinion with follow up questions.
Its rare, but sometimes people become aggressive. Respond calmly and with good humour.
With many questions to ask and perhaps 90 minutes available, youll find you have an average of maybe five minutes of discussion for each question. Not much time in a group of 8 10 people so the discussion has to be focussed and those red herrings kept to a minimum.
Thank participants for contributing and affirm their contribution will be reflected in a report that will lead to improvements in how the organisation addresses its communication issues.