Using Informal Group Conversations to Explore the Impact of Your Work
There are often valuable opportunities for evaluation hidden in everyday moments, like taking a break over a cup of tea.
These informal group conversations can be a natural, low-pressure way to explore how people feel, what they have experienced, and what has changed for them through their involvement with your work.
With a bit of thought and preparation, heritage organisations can use naturally occurring conversations to gather rich insights into the social impact of their work.
By asking a few considered questions, for example, at a casual chat amongst volunteers in the break room, you can learn more about what is working, what is changing for people, and how your organisation is helping to build community, connection, and belonging.
This does not, of course, mean eavesdropping on private conversations and you must make sure that people understand that the conversation is being used to collect information.
Examples
- At a knit-and-natter session: a staff member asks the group how they feel about being part of the group, and whether it’s helped with anything
- During a stay-and-play: a visitor assistant talks to carers and young parents while the children play, asking open-ended questions about community, or the value of coming together regularly
- Rochdale community example: the power of listening
Will informal conversations work for you?
Why it works
Tapping into trust and the comfort of familiar settings and sessions can surface rich stories and emotions (but you will need to be clear with people about the fact that the conversation is being used to gather information to maintain that trust)
Informal and can happen spontaneously. This kind of conversation may appeal to people who would not join formal research activities
Watch out for
Be respectful and light-touch. Do not interrupt participants or force the direction of the conversation
Let people lead with what matters to them. Avoid leading or biased questions that could influence participants' responses
Be aware of confidentiality in group settings (especially in tight-knit communities)
Do not press people for personal stories, just open space for them
- Be aware that people may disclose things that are upsetting or challenging. Have training and support structures in place for staff and volunteers to be able to properly address this
Resources
Trust, curiosity, and genuine interest are all essential. Beyond those, all you need is a few good prompts prepared in advance and a way to take notes during or after the conversation.
Ease of use
- Easy to use
- An informal group conversation requires light preparation and active listening
- Can offer rich insights from those who might not join a formal research group
How to approach it
Familiarise yourself with the 6 areas of social impact for heritage and pick a few indicators that are relevant to your project aims.
Prepare 3 to 5 simple, open prompts, based on questions in the social impact survey questions download, such as:
- "What’s the best thing about coming along to these sessions?"
- "Have you met anyone new here or made new friends?"
- "Has anything surprised you about this group or place?"
Make it clear that, while the session is informal, the stories or insights shared will inform organisational action planning.
Your introduction might be: "Do you have a few minutes for a chat about how today went? We are really interested in finding out about (xyz), to help us think about what we are doing well and what we need to work on. I may take a few notes - nothing identifying you, just some reminders of what we have talked about."
Stay neutral and open, allowing honest feedback to emerge naturally.
Let silence happen and encourage quieter voices by making space, not by calling on them directly
Reflect back what people say: "That’s really interesting, tell me more"
Jot down notes straight after your chat, or ask someone who is known and trusted by the group to make notes during the session for you. Tell people at the session what you will do with the notes.
Focus on memorable stories, repeated themes and strong quotes.
If you are planning to use any quotes in reports, you could ask: "That was a lovely way of putting it. Would you mind if I write that down anonymously?"
Make sure that you comply with the UK data protection laws when you record data like this.
Make it accessible
Use everyday, familiar language (see Historic England's advice on inclusion)
Avoid anything which is sensitive or could be emotionally triggering or deeply personal (but be aware that people may disclose things anyway so it is important to have appropriate training and support in place)
Avoid anything that feels like a test or has a ‘right’ or ‘wrong’ answer
Be culturally sensitive and aware of who is missing from the space
After the session, take time to reflect and write your notes while the experience is still fresh. If any issues felt emotionally heavy or challenging, share them with a peer or line manager for support
Other methods for gathering evidence
-
Counting Visitors
The options for counting the number of people participating in your heritage activities, with their strengths and weaknesses highlighted.
-
Surveys
Use for collecting insights into opinions, experiences, or impacts. Surveys can be paper, online, or verbal, simple and quick, or more in-depth.
-
Wall of Words
A quick and informal way of capturing immediate reactions of participants at an event through written comments on a shared display.
-
Photo Stories
Participants document their experiences and thoughts over time through photos or drawings, providing rich insights into the impact of a program.
-
Experience Mapping
Participants create visual maps that show their emotions, thoughts, or experiences at different points during a journey such as a programme or event.
