Monthly Archives: November 2011

Focus Group

On 4/11/11 I conducted a focus group with 7 NHS staff to gather some primary research and views from frontline staff of the organisation I am re-branding. I gave an introduction to the nurses and explained what my role in the project was, what I wanted to achieve, what the Bridgewater trust wanted to achieve and why I had invited them to the focus group.

I was slightly nervous about chairing the group at first but soon became comfortable talking to the nurses. I explained that their views would be in strictest confidence so they could be as open as they liked with me which was a good idea as the criticisms given gave the best results and ideas throughout most of the conversation. I was pleased with how the group worked out and the views I received which weren’t reflected or highlighted as much in the research received from the client.

On criticism I could maybe make is that the ideas and opinions I were given were not in a creative sense so I didn’t gain many creative visual ideas but they were mainly to do with the impression that the new identity should give to the public so it has given me more focus when generating ideas.

In the future, if I hold another focus group, I would maybe try and gain some more creative ideas and also get more feedback on ideas that I have come up with myself. I didn’t share any of my own ideas with the group so could not get any criticisms of my own thoughts but on the other hand I was given a lot of ideas that hadn’t crossed my mind so overall it was a success.

I will now use these new view points and ideas to inform my idea generation and create as many visual representations as possible. I will also try and come up with some tag lines that may possibly be used with the new logo.

The Brief

I received the formal brief for the project on the 1st November as stated by the client the previous day. As soon as I received it I entered it into my proposal and finalised my statement of intent. I then began to read the brief several times to understand it better and began initial idea scamps. I also organised a focus group to gather some primary research to help my idea generation.

I was relieved that I received the brief only a day late as I was worried that another set date wasn’t made at the time and it was possible that it could have dragged on longer than planned for, messing up my schedule of work. I was pleased with the brief as well, it was thorough and also included a lot of research conducted by the client that will help with the idea generation a lot. I also found out through the client that the name of the organisation, Bridgewater Community healthcare NHS Trust did not have to be included in the logo which has changed my direction of idea generation dramatically. It also opens the option for some copy to be provided, for example a tag line to go with the logo. This has given the project a great deal of more direction.

I will now use the brief and continue my idea generation. I will deliver some initial concepts to the client before  9/11/11 for some feedback and then develop ideas from this feedback for delivery at the next deadline on 14/11/11.