“Most people do not listen with the intent to understand; they listen with the intent to reply.” ― Stephen R. Covey
Listening to members, homeowners, and customers is integral to devising and executing a successful, forward-looking plan for golf courses, private clubs, resorts, and residential communities. Focus groups are an inclusive, qualitative, and effective method of involving stakeholders in future planning and preempting obstacles and challenges along the way.
Depending on how clients wish to use them, GGA Partners’ focus groups can offer a platform for testing assumptions gathered from a survey or provide an informed basis for the questions which will make up a survey. They are a qualitative rather than quantitative method which can facilitate deeper insight into member attitudes and perceptions. The goal is to have a conversation with members and hear their responses in their own words – they are not instructive opportunities.
The viewpoints of stakeholders – and their attitudes about the current state of their club and what they would like to see in the future – are either highly informative or highly problematic for club and community leaders. Top-performing operators maintain a close understanding of the wants, needs, fears, and hopes of those they serve. Doing so helps them stay ahead of the information curve, better understand the challenges they face, and continuously refine strategic priorities.