Town of Groton Senior Center Focus Group Report€¦ · Journey Mapping Harnessing the power of...

Town of Groton Senior Center Focus Group Report

23 December 2019 Confidential & Proprietary

Report of Findings

SECTION ONE About GreatBlue

SECTION TWO Project Overview

SECTION THREE Key Study Themes & Findings

SECTION FOUR Considerations

Table of Contents

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Table of ContentsSECTION ONE

About GreatBlue


SECTION THREE Key Study Themes and Findings


Slide /Copyright 2006 - 2019 GreatBlue Research, Inc. All Rights Reserved. Not for Distribution and Reproduction.

Project Overview

๏ GreatBlue Research was commissioned by The Town of Groton Senior Center (hereinafter “Groton Senior Center” or “GSC”) to conduct qualitative market research to gain a deeper understanding into the perceptions of current non-users, as well as any barriers to their patronage of the GSC.

๏ The primary goals for this research study were to assess the overall sentiment and perception of the Groton Senior Center among area residents who were not patrons of the GSC and identify areas in need of improvement, in an effort to increase participation rates overall.

๏ In order to service these research goals, GreatBlue employed a qualitative focus group to capture the opinions of Groton residents, as well as residents of Mystic, Ledyard, Stonington and Gales Ferry.

๏ The outcome of this research will enable GSC to a) more clearly understand, and ultimately set, participant expectations, b) act on near-term opportunities for improvement and, c) create a strategic roadmap to improve perceptions and current non-user participation rates.

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Areas of Investigation

The Town of Groton Senior Center Study leveraged a qualitative research methodology to address the following areas of investigation:

๏ Overall sentiment and perception among non-users๏ Current similar service or facility participation ๏ Gauging awareness of various programs and services๏ Barriers to participation๏ Naming sentiment and preference ๏ Demographic profiles of respondents

Slide /Copyright 2006 - 2019 Great Blue Research, Inc. All Rights Reserved. Not for Distribution and Reproduction.

Research Methodology Snapshot

Target Groton Senior Center

non-users within Groton, Stonington, Mystic,

Ledyard and Gales Ferry

Sample

Participants recruited by GreatBlue

Research Date

December 9

Participant Incentive

$100Methodology

Focus Group: 8 participants Length of Session

75 minutes

Discussion Moderation

GreatBlue Research

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Table of Contents

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Key Study Findings

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๏ Overall perception regarding the Groton Senior Center varied among participants. There was a noted perception the GSC was for “seniors only” and some participants cited that they believed the facility to be for those with “lower-income.” Despite these findings, one respondent noted that after walking around the facility it was “the best (he’d) ever seen.”“I’ve lived in a number of rural communities and this facility, without any doubt just from walking around today, is the best I’ve

ever seen, but it’s hard to hear about it.”

๏ Participants indicated that similar facilities they frequented were used mostly for fitness purposes and the top areas of priority when using a facility were convenience and proximity, health benefits, up-to-date equipment, cleanliness, social benefits and cost/pay structure.

๏ There was notable agreement among seven (7) out of eight (8) participants that a facility such as the GSC could benefit from a diverse patronage with respect to age. Though the sentiment that mixing generations would be valuable was noted, one participant did mention that some seniors may value their own space, especially for exercising.


Key Study Findings (continued)

“The people here know exactly what they’re doing and they know how hard they’re working and they know what they want to do and they’re trying to make it shared. I think they need to integrate a communication program and maybe you can help them.”

๏ It was apparent that a major barrier, to not only awareness but potential participation, was the perceived lack of effective marketing and communication efforts. Focus group participants indicated that a larger social media presence, more frequent brochures/newsletters and even a smart phone application could help grow overall awareness of the GSC’s programs and services, as well as the facility as a whole.

๏ Pricing was also noted as a barrier to potential patronage. There was discussion of an “all-inclusive” payment structure and how it could possibly drive more participation than a pay per class model.

๏ Awareness of the Groton Senior Center and its various programs and services was low overall. Few participants did mention having knowledge of some services such as technology and computer assistance, town council and representative meetings, lectures, community speakers and meal services. Of note, one participant was aware of the center but unaware it contained a fitness center.


Key Study Findings (continued)

๏ All eight (8) focus group participants indicated that they believed trial rates would have the potential to drive non-users into participating in GSC programs and services. Open-house events and guided-tours were also noted as potential marketing events that could help increase knowledge and participation.

๏ There were varied perceptions of the Groton Senior Center destination trips. Some participants indicated general knowledge of the GSC trips as a main barrier to participation and one (1) participant indicated that, if they were to go on a trip similar to one offered by the GSC, they would do it on their own. Others noted that the convenience of the GSC organizing the event was a fundamental benefit.

๏ Finally, when asked to discuss the name “Groton Senior Center,” seven (7) out of the eight (8) participants indicated that they believed removing the word “senior" would positively effect the GSC and its participation rates. One participant indicated that, if the GSC were to change their name, it would be important not to mislead potential users with a name that could give the impression that the center offers programs and services that it doesn’t. For example, facilities named “community centers” often include a gymnasium, whereas the GSC does not.


๏ Unprompted, the themes that participants cited to describe similar facilities included: - Convenience and close proximity - Health benefits - Up to date (fitness) equipment - Cleanliness of the facility - Social benefits - Cost of participation

๏ Of note, one (1) participant did indicate that a “silver sneakers” discount was a high priority for him.

๏ Price points for other facilities varied from $3 a session to $40 a month.

๏ Participation frequency in similar facilities ranged from one (1) to six (6) times a week.

“I used to know somebody who went to the one (YMCA) in New Haven and they always talked. She went there at least two hours

every single day and liked to go for four.”

Similar Facility Usage Predominantly for Fitness

“Convenience for me. Cleanliness. Variety.”

"They said it was silver sneakers but when I came here to ask about silver sneakers, there were one or two programs and the gym would have been paid so I went to where there were silver

sneakers.”

“I look for updated equipment.”

“I don’t like the Y because of their cleaning program. They give you a paper towel and a spray bottle of water and something.”


๏ Some common perceptions participants had regarding the GSC included:

- A place for seniors, specifically those who have retired

- A center for low income individuals

- Programs and services for those who had trouble affording them otherwise

Perceptions of the Groton Senior Center

“This is a place for people who don’t have the means to do a lot of stuff on their own.”

“I was thinking when I retired I would probably be utilizing this more often but I haven’t retired yet so…”

“That’s what I was thinking when I think of the Groton Senior Center. I thought it was for folks who really couldn’t afford to do things on their own.”

“My vision of this place is like a big, great big, huge empty building. It doesn’t seem like they're ever doing anything here as far as I know.”

๏ One participant’s perception of the GSC was that the facility was “empty” and that it wasn’t necessarily being used as much as it could be.


๏ Participants indicated that they valued a blend of different age groups in a center or facility like the GSC. It was apparent that it was important for a center such as the GSC to include a mix of programs and services which included different age groups.

๏ One (1) participant mentioned that different generations have much to learn from each other and another indicated that a more “intergenerational center” would be of value for all age groups.

Participants Value a Mix of Age Groups

“Yes, cross-promotion, totally. They have so many activities over there with children. That would offset the ageism.”

“I mean the young people have things to learn from us and we have things to learn from them.”

“The idea that maybe the town wants an intergenerational center where having activities that mix both ages would be beneficial to both groups and that hasn’t happened yet but maybe you can make it happen.”

“The focus of that article in the New York Times is that seniors want their own space. They don’t want to mix necessarily. They like having to not show their varicose veins out at the pool, that was the example they gave, not me.”

๏ Of note, one participant did indicate that she believes senior citizens value their own space and some would rather be separate from other age groups.


๏ The top GSC programs and services cited by respondents included:

- Technology and computer assistance

- Town council meetings/representative town meetings

- Lectures and community speakers

- Meal services

“The town council sometimes has meetings here.”

"I know that there have been some lectures like community speakers.”

"I think they have plays here a couple of times a year. A local group has plays here. I haven’t been to one but I’ve heard about it.”

๏ Participants indicated they were aware the Groton Senior Center held plays on occasion, but did note that they were unaware of when they take place.

Awareness of GSC Programs and Services

“They offer computer assistance, free computer assistance.”

“I also understand here that they do have meals.”


๏ The most notable barrier to participation indicated by participants was communication and advertising. Participants clearly cited that a lack of communication, specifically a lack of online communication, was directly correlated to their levels of awareness regarding various GSC programs and services.

“I don’t read a paper, I don’t get a paper. That’s a generation thing.”

Communication Cited as a Barrier

“I would definitely encourage Facebook or something like that.”

"I do get that brochure whenever they put it out.”

“I don’t know if you have the app that the Y (YMCA) has, but they’ve got a great app that encompasses everything that goes on every day for the whole week. If you're looking for something you can just go on that app and say…”

“The other question is, how much does it cost? Is it free or does it cost money and if it does how much? I have no idea.”

๏ Overall knowledge about the cost of programs and services was also cited as a potential barrier, with one participant indicating that they were unsure about what type of dance classes the GSC had and how much they cost.

๏ Participants noted that traditional newspaper advertising may be dated for potential participants and that the YMCA had a smart phone application that was beneficial. Facebook was also cited as a useful marketing tool.


๏ Another notable barrier to participation included the pricing structure, where participants specifically mentioned an “all inclusive” pricing structure. The sentiment was that paying a monthly fee to the center would be more appealing than a per-class or per-event payment structure.

๏ Of note, another participant indicated that the “pricing structure” was a key potential driver/barrier to participation.

Pricing Structure Noted as Another Barrier

“Certainly the price structure and the hours. It’s pretty easy for me to get to, it’s easier for me to get here than the other side of Mystic. Also, the general ambiance.”

"If it’s an all-inclusive membership and you have access to a myriad of different things, that would make me feel a little bit

differently than coming here.”

"Having an all-inclusive price gets you a little bit more excited, a little more interested than… If there are things to offer for my

interest level versus paying for five or six different things.”


๏ Participants did indicate that a key barrier to being a user of the GSC was a lack of knowledge regarding the various programs and services the facility has to offer. Further, one participant mentioned that an opportunity for guided tour may help sway individuals to become GSC patrons.

๏ Another participant indicated that an open-house may benefit the GSC in the same way that a trial period would and an additional participant noted that an opportunity to inspect the fitness center could potentially have the same effect.

Potential for Trial Rates & Open-house Events

“I don't know, a free day at the facility, a guided tour?”

“Open house”

“Use the workout room and maybe arts and crafts at no cost to see if you like it.”

"I would come to check out the equipment to see if it meets my expectations, is it diverse enough?”

๏ When prompted to indicate if discounted trial rates would influence potential users into participation, all eight (8) participants indicated that they believe it would.

“Increase the chances, (trial rates) certainly. It would increase the number of people who knew about it.”’


๏ Some participants did indicate that if the GSC organized trips that were exciting or compelling enough, they would be more likely to take advantage.

Varied Sentiment Toward GSC Trips

“They made arrangements… They got all the tickets so you didn’t have to hassle with that, we went to the Statue of Liberty and a couple of other places too.”

“They have them, I know they have trips to New York City and I look at them and say, “I’d rather drive.” I used to live in NYC so I’d rather drive.”

๏ The overall sentiment toward trips coordinated through the Groton Senior Center varied with some participants indicating that they already travel on their own and would not need their traveling coordinated through another entity.

๏ Also of note, participants indicated that the convenience of the GSC coordinating the trip, tickets, timing, etc., was a substantial benefit.

“To your question, if they had trips that were compelling, that would offer something that I wouldn’t normally do myself, I might participate. Just taking a bus to see a play, no. Something more unique.”

“It probably wouldn’t interest me because I do that already.”


Naming Perception and Sentiment

“I think that the fact that it’s called a senior center may just make it difficult for people to even investigate what is in here.”

“I think it should be recreation, without a senior on it.”

“Community center because it’s for the community regardless of your age.”

“There’s a huge difference between this facility and the other community center, which is very active. The gymnasium they're doing baseball, they're playing

some game that's sort of like badminton…”

- Recreation Center - Community Center - “Geographic Location”

Center

- Activity Center - Active Living Center - “Streeter” Center (Name

of a Groton historian)

๏ Seven (7) out of eight (8) participants indicated that they believed the GSC should change its name, specifically because of the word “senior.”

๏ Of note, one participant cited that the name should account for the fact that the GSC’s current line of service varies from a facility like a “community center” which has "active" sports and an overall different audience.

๏ Alternative name suggestions included:




SECTION FIVE Considerations

Table of Contents

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Considerations๏ Implement and evaluate trial rates & open-house events. Perceptions uncovered during the focus group

aligned with those in the quantitative study, with the majority of respondents indicating a lack of participation directly correlated to a lack of awareness. All eight (8) participants indicated a trial/discounted rate would help increase initial participation and an open-house event was mentioned as a potential driver of participation. It is recommended that the Groton Senior Center implement these marketing efforts and evaluate their success for driving participation.

๏ Increase Social Media efforts. The focus group study illuminated a significant barrier to non-users' participation was a lack of awareness due to a gap in more modern marketing communications efforts. The incorporation of more social media and less traditional marketing, such as newspaper, could help to fill this gap and increase knowledge and awareness moving forward.

๏ Consider a name change. After gathering quantitative data through the survey and qualitative insight through the focus group, it is apparent that the word “senior” in the GSC name is affecting potential patronage and overall perception of programs and services. It is recommended that the GSC consider changing its name to incorporate branding efforts that align more closely with the various programs, services and events currently offered.

Glastonbury, CT(860) 740-4000

/GreatBlueResearch @GBResearch

Taylor Foss Project Manager [email protected]

Dan Quatrocelli Senior Director, Research [email protected]

Mike Vigeant CEO [email protected]

Maggie Falvey Project Manager [email protected]

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