CAMPAIGN

Focus groups lend insight

By Shannon Puphal
Campaign Communications Director

As part of the university’s plan for the comprehensive campaign, a series of focus group discussions were held with Fresno State faculty, administration, staff, students and community. A total of six groups were held with 56 participants. The participants were invited to share their opinions and viewpoints about campaign themes.

The themes assessed included the terms “New California,” “premier regional interactive university,” “transforming the university,” “making the region work,” “shaping world class agriculture,” “creating a healthier Valley” and “celebrating the arts and cultures.” 

As a whole, focus group participants viewed Fresno State as a key economic leader in the education of a highly skilled workforce serving the region and state.  Respondents’ interpretation of the term “New California” varied. Attempts by focus group members to define the term ranged from a geo-political emergence to affordable housing. Many of the respondents felt the phrase “premiere regional interactive university” was too verbose; however they felt the term “interactive” was a critically defining term for the university. 

The term “transforming the university” conveyed both negative and positive tones to respondents. A reference to an evolving process was consistently mentioned. Responses to the theme “making the region work” uncovered a desire for the university to enhance its community partnerships. Participants felt that the university already plays a key role in shaping world-class agriculture and that the successes of the college need to be more highly publicized.   

Responses to the term “creating a healthier Valley” were also varied. Opinions of “healthy” ranged from physical and mental well-being, air and water quality to economic health. A specific “health priority” was never identified. The term “celebrating the arts and cultures” was well received, however participants identified a distinction between the fine arts and diversity of cultures. There was a consistent desire to separate the word art from culture and to define the richness of each word independent from the other.  

Naomi Strom, director of volunteer relations, coordinated the focus groups and was pleased with the outcome. “The feedback provided by the participants was thoughtful and honest,” said Strom. “The information gathered will help us refine the themes as campaign planning progresses.”

The focus group participants were selected to represent the diversity of the campus and community. The faculty and administrative staff focus group included interdisciplinary representation from throughout the campus community.  Student participants were selected from those representing diverse ethnic backgrounds and areas of study. Four focus group sessions were held with community leaders. Each community member was identified for her/his relationship to the university through academic, athletic, board affiliation or community volunteerism. 

The majority of the focus groups were held on campus, although one was held in Visalia to gain feedback from community representatives from the South Valley.   Additional focus group sessions are being planned.