Mar
11
Posted by nnlmneo on March 11th, 2016
Posted in: Blog
It’s really simple. You sell to the people who are listening, and just maybe, those people tell their friends.“ — Seth Godin, marketer.
Diffusion of Innovation changed my approach to community assessment. I now focus primarily on identifying the following three things: the key problem that the program or product (the innovation) offers the target community; key community members who will benefit both from the innovation and promoting it; and the best channels for capturing the attention of the majority and laggard segments of the group.
I now purposely use the term “community” rather than “needs” assessment because you have to assess much more needs. You must learn the key components of an entire social system. A community could be faculty or students in a particular department, staff in a given organization, or an online support group of people with a challenging health condition. All of these groups fit my definition of “community” by virtue of their connectedness and ability to influence each other.
Key Evaluation Questions
No matter what type of evaluation I do, I always start with guiding evaluation questions. These questions lead my investigation and help me design data collection methods. Here are my most typical community assessment questions:
Answering Evaluation Question
I also have a series of steps that I usually take to gather information about my key evaluation questions. This is my typical process:
Other Tips
For the most part, I tend to rely heavily on qualitative methods for community assessment. Diffusion of Innovation describes how ideas spread through a system of relationships and communication channels. You need details to truly understand that system. You need to talk to people and understand how they live. Interviews, focus groups, and site visits provide the most useful planning information, in my opinion. You may have to include quantitative data, though. Library usage statistics might indicate the best branches for providing workshops. Short surveys might confirm broad interest in certain services. In the end, a blend of mixed-methods gives you the best picture of a community.
The downside to mostly qualitative data collection methods is that you get an overwhelming amount of information. I like to use an information sheet that allows me to summarize information as I conduct a community assessment. A version of this worksheet is available in OERC’s Planning and Evaluating Health Information Outreach Projects Booklet 1: Getting Started with Community-Based Outreach (downloadable version available here.). See Worksheet 2 on page 19. You should see how the evaluation questions I posed above are related to this worksheet.
Final Thoughts
Seth Godin said ideas that spread are remarkable, meaning they are “worth making a remark about.” Use community assessment to find out why your innovation is remarkable and how to start the conversation.
Other Resources
If you want to see an example of a community assessment that used this process, check out this article in Public Libraries.
You also might be interested in Seth Godin’s TEDtalk How to Get Your Ideas to Spread.