Conversations About Group Concept Mapping by Mary Kane & Scott Rosas

Author:Mary Kane & Scott Rosas
Language: eng
Format: epub
Published: 2017-10-23T13:40:53.401189+00:00

Steps 1, 5, 6, and 7 could be considered adjustments to the typical GCM process.

What about the project schedule? Did you need to line up the GCM activities with the other parts of the project?

The GCM was planned to be the first online consultation. I scheduled some of the other activities, such as face-to-face focus groups and interviews, before GCM in order to use some of the ideas generated there for the GCM. Certainly, personas should be created after the GCM, and the feedback through social media should be done after personas have been created.

What were the strengths that the GCM approach brought to the project?

It was an effective, efficient, and enjoyable way of collecting, structuring, and aggregating ideas of experts across Europe to identify in an objective way their common understanding about the changes needed for the future of education. It also showed what is important and feasible in the shorter and longer term. I can’t think of any other method that can do all this.

How did the research project focus on the use of the findings? How were the results of the GCM study used in subsequent activities?

There were different ways we thought about using the results. Some were right away, when we got the data and the maps. We looked at the cluster map to identify personas, and we initially thought we would develop one persona for each cluster. But in fact, we used a combination of items from different clusters that identified different personas. When I think about the empirical basis for GCM, it’s really the advanced statistical methods that support building personas in an objective way, which makes them unique, stronger, and more meaningful. My sense is that GCM is the best method for developing personas.

In addition, one of the reasons that we picked this project for using GCM is that at least we had the opportunity to improve our work in the interpretation and the utilization phases, which has always been our weak part in carrying out GCM projects.

This project was a classical GCM study with a focus point about changes needed in education going to 2025. Then, based on the GCM results, we used it to create persona-based scenarios and a future vision. The interpretation phase was very important, because with the data and the results from the GCM, we actually created another product or artifact—personas.

And here is where utilization comes in: After the process is over, when you consider a policy measure or a program, you are thinking about a particular persona, not just a group of undefined people. You are thinking of Bruno (combating early school leaving), Chanta (promoting inclusion), Ingrid (reskilling workers with low qualifications), or Joshua (transitioning from higher education to the labor market).

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