Case Studies
Redevelopment of an aged care facility
Villa Maria is undertaking the redevelopment of an aged care facility in Wantirna South and wanted to find out what sort of community people want to live in as they age. The TALE method was selected as being suitable as it allows participants to focus on setting individual priorities, followed by a group discussion around why they set those priorities. The resulting report is informing the project group through its master planning stage.
Altogether eight TALE groups with twelve to fifteen participants in each were held over a three-month period. The participants were drawn from the community around Villa Maria's Wantirna South site. The ages of the participants range from 45 through to 70 plus years with most in the 60 plus age bracket. The groups were pulled together through contacts with Probus, National Seniors, City of Knox, U3A, Villara residents and Villa Maria groups. The participants were still living independently with a few in hostel, low care accommodation. Many owned their own home and some had support (cleaning etc.) coming into their home. All participants were part of at least one community activity, such as "Life after Rehab" or "National Seniors". Most of the participants were women.
The method uses text cards in eight different areas - apartments; the site; care; facilities and services; recreational; atmosphere; security; high care. Participants are asked to choose the three most important topics and the three least important topics for each area. These choices are made individually and recorded. Once all areas have been considered the facilitator begins the discussion to uncover why the participants made the choices that they did. Comments made during this discussion are also recorded.
A report was prepared that gives qualitative information on peoples needs and desires. The report provided details on the priorities and motivations of a group of people who may be potential residents of any redevelopment. It uncovered information that demonstrates that groups can differ significantly in priorities and motivations even though they may appear to be the same.
Importantly, using TALE ensured that Villa Maria listened to people that want to have a choice in what, when and how they consume. The TALE method is interactive in that it is possible to gain information that would never come out using one-way research. Sessions are almost always fun and engaging. When seeking information from participants, Villa Maria is also providing information to them generating interest in both the product and the organisation. For this reason, this type of research is considered essential when developing a new product or improving an existing one.
The Dutch experience shows that it is best to commence market research on projects for older people with customer focus groups, or TALE sessions. If required, the results of these sessions can then be tested on a broader scale using large and statistically reliable quantitative data obtained through questionnaires or surveys.
Overall, information about an organisation that listens to its customers and the product that is being offered will be in the market amongst new and/or existing customers. This is a very encouraging outcome that when supported by public relations and advertising will generate a positive image and ensure future customer interest.
Kay Miller
Executive Officer, Business Development
VILLA MARIA