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N
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From Alpha to Omega–
Research plays an integral role
Barbara L. Allan
Researchers provide a myriad of services to the for-profit
sector. We measure customer satisfaction and furnish tools
and information that aid in market positioning and development
of new products and services. Knowing that our efforts
have translated into profits for our clients is very rewarding.
Our work in the non-profit sector is no less rewarding,
where “profitability” is measured by success
in reaching those in need and positively impacting the
health of the community-at-large.
Most of SRA Research Group’s non-profit work has
been for those who are most vulnerable: children and seniors.
We think of them as the alpha and omega in the community,
representing the beginning and ending. Without properly
addressing the needs of both groups, quality of life in
the community is diminished for everyone. I would like
to share how research was used and implemented in the
OMEGA PROJECT to provide value to the lives of seniors
in Palm Beach County, Florida.
CASE STUDY – OMEGA PROJECT
Challenge: Help the oldest residents of Palm Beach County,
Florida age with dignity, independence and good health.
The broad goals of the project were to fulfill the following
objectives:
- Assess lifestyles to develop intervention and wellness
strategies
- Establish what is most important in the selection
of senior services
- Define the services seniors feel they must have
- Determine the role and needs of senior service caregivers
Our starting point was to examine the factors that had
the greatest impact on the ability of seniors to maintain
as high a quality of life as possible. A combination of
focus groups, telephone surveys and community dialogues
were conducted to provide as complete a picture as possible.
FOCUS GROUPS
Palm Beach County is large, encompassing more than 1,000
square miles, and has a population that includes some
of the wealthiest people in the world—and some of
the poorest. Focus groups were held at various locations
throughout the community to ensure the most economic diversity
possible and among seniors that represented a specific
segment of the community. These segments included:
- Seniors who actively volunteer in organizations that
help other seniors. This group provided insight into
not only their own lives as seniors, but into the lives
of the seniors they work with. This group was also used
to test the concept of the telephone survey, including
the appropriateness of the introduction and wording
of specific questions.
- Black members of the community living in the coastal
areas of the county.
- Jewish members of the community.
- Hispanic members of the community. While all of these
seniors were bilingual, the group was conducted in Spanish,
the language with which they were most comfortable.
- Seniors living in the poorest area of the county.
- Seniors who are caregivers to Alzheimer’s patients.
- Physicians whose practices are primarily with seniors.
The series of focus groups was followed by a community-wide
telephone survey among senior residents 60 years and over:
75% between 60 and 79 years of age, and 25% who were 80
years old and over. The telephone survey, developed in
conjunction with the focus groups, covered lifestyle attributes
that impact seniors, such as:
Lifestyle:
- Independence
- Activity
- Volunteerism
- Working for pay
- Learning new skills
- Housing
Concerns, issues and needs in terms of:
- Healthcare
- Transportation
- Finances
- Communication
- Respect and Trust
Support networks:
- Roles of family and friends
- Awareness and use of agencies and services
- Impact and usage of technology
The results of the focus groups, telephone surveys and
community dialogues were quite interesting.
Seniors like their independence and prefer, whenever
possible, doing for themselves. They see nothing pejorative
about the term “senior,” and in fact, many
consider it a term of respect. The downside of a senior
remaining independent and doing for oneself can lead to
isolation for some and a failure to ask for help when
it’s needed.
We found that the mindset, “You can’t teach
an old dog new tricks,” clearly did not apply to
all seniors. The OMEGA PROJECT research definitively showed
that seniors were on the brink of becoming a growth market
for computers. Seniors may not yet be legitimately called
“techies,” but those who have computers know
the vocabulary as well as any 30-year-old. Many who don’t
have computers either plan to purchase one or wish they
could afford one. Computers are beginning to supplement
the lives of seniors and may eventually be a form of lifeline,
like the telephone.
Seniors repeatedly expressed a need for a single information
source about available services. Many seniors were clearly
confused as to where to find help or whom to call. As
a result of the research, a three-digit helpline was made
available to all residents of the county. By dialing 211
residents can be connected to someone who can direct them
to agencies that can answer their questions.
One of the most revealing findings was that seniors are
increasingly taking on the role of caregiver to the very
young in economically depressed areas, so are also in
need of childcare resources. This finding alone fully
illustrates the connection between all segments of the
community and the importance of getting services and support
to the people who need them most.
There’s no doubt that research can play an integral
role in the community, whether it’s helping businesses
to expand their marketplace or defining solutions that
positively impact the wellness of a diverse population.
Success can be measured in many ways. Reaching those in
need and ensuring the strength of the community is perhaps
the most profitable endeavor of all.
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