01 / FIND THE PATTERNS
Surveys
Structured questions can help compare reported needs, experiences and priorities within a defined audience. Start with the decision, then consider who should answer and how questions should be tested.
Useful planning inputs: the decision, audience criteria, topics to explore and how the findings might be used.
Possible output: a findings report with question wording, response summaries and sampling limitations. A survey does not automatically represent all veterans or explain why someone answered a certain way.
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02 / HEAR THE CONTEXT
Interviews & focus groups
Interviews explore individual experiences in depth. Focus groups explore language and reactions through a facilitated conversation, where group dynamics can influence what people share.
Useful planning inputs: the experiences to understand, broad audience criteria and topics that may be uncomfortable to discuss in a group. Do not include participant identities in the brief.
Possible output: a discussion summary with themes, differences and open questions. Qualitative accounts are not prevalence estimates. Recruitment, facilitation, recording permissions and consent would need agreement.
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03 / LEARN BEFORE COMMITTING
Concept feedback
Explore how people understand a proposed product, service, message or program. Feedback could be gathered through structured questions or conversation, depending on the decision.
Useful planning inputs: a general description of the idea, what is uncertain and the decisions feedback could change. Do not upload confidential concepts here.
Possible output: a summary of comprehension, concerns and questions for further work. Positive reactions do not establish demand, effectiveness or future behavior.
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