When we began the journey of writing Inclusalytics: How DEI Leaders Use Data to Drive Their Work, we realized that so many organizations were still early on in their DEI journeys and needed support determining what DEI is at its core, how to measure it, and how to turn that data into action. With those questions from our clients in mind, our research background in human behavior in the workplace, and through copious interviews with DEI leaders, Inclusalytics was born. The reception for the book over the last three years has been more than we could have ever imagined!
And while the book is an easy read, sometimes you need something even shorter to digest or perhaps a quick refresher on key points.
Never fear! Over the course of the next few months, we’ll be releasing “Inclusalytics Snapshot” blogs for each of the chapters of our book Inclusalytics. These recaps (or sneak peeks!) provide a glimpse of some of what we covered in our best-selling book. Up next: Chapter Seven!
Chapter 7: Collect Qualitative Data (the "Why" of Workplace Inclusion)
In tandem with the quantitative data explained in Chapter 6, qualitative inclusion data can help explain quantitative findings as well as identify possible solutions. There are several possible sources of qualitative data, including executive interviews, open-ended survey questions, and focus groups.
Executive Interviews
We recommend executive interviews as one of the first steps in any DEI intervention. These interviews can provide valuable insight into the level of executive level buy-in, which as we mentioned previously, is essential to any intervention’s success. Further, executives can provide valuable context of what is currently going on in the company, as well as a historical lens for what has happened in the past. This can be a baseline to compare to insights gathered from employees in surveys and focus groups.
Open-Ended Survey Questions
Open-response survey items are a quick way to get a large amount of qualitative data. These questions provide the opportunity for respondents to immediately provide context and depth to their quantitative responses. Further, every employee in the organization has the opportunity to provide this feedback, giving them a voice in their organization’s DEI efforts.
Focus Groups
Focus groups are organized discussions with a select group of individuals meant to gain information about their views and experiences with a certain topic. These discussions allow for organic interactions among people that can yield data that the researcher otherwise would not have access to.
For these conversations, it is most advantageous to hear from groups that have less positive DEI data compared to the overall average and ask them for concrete recommendations for how the organization can improve.
In order to recruit individuals from these groups, it can be fruitful to utilize employee resource groups (ERGs) if they are in place at the organization. An ERG is an employee-identity or experience-based group that builds community, provides support to its members, and contributes to the personal and professional development of its members in the work environment. These groups already have trust and community in place that will facilitate the recruitment of individuals for focus groups.

Regardless of how you choose to collect qualitative data, it is essential to keep in mind that listening is not enough; action must follow any data collection endeavor.
"If people spend time and energy giving you feedback on an issue and then never hear about it again, they will feel that their efforts were in vain and will be unlikely to participate in the future."
Want to read more? Buy your own copy of Inclusalytics here.
Looking to get started on your DEI measurement journey in your organization? Contact us today.
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