consulting the citizen/consumer

e-consultation in context

The flaws in traditional consultation methods may go a long way to explaining the public's reluctance to become actively involved in consultation exercises.

• Please take a minute to fill out this questionnaire

Current consumer privacy concerns associate the collection of personally identifiable data with the receipt of junk mail.

As servants to statistical reporting questionnaires are designed to elicit a limited range of responses. There is little scope for experiential reporting, and none for the exchange of opinion and experience within a group which would allow new ideas and common interests to be coherently reflected.

• Hello Mrs. Smith. Do you have a moment to answer some questions?

Telephone surveys alienate the citizen/consumer by both their intrusiveness and their timing. The increased incidence of telesales calls masquerading as market research has adversely affected the perceived validity of this medium.

• Our interviewer will arrange to visit you - at your convenience

The presence of an interviewer can result in participants telling the interviewer either what they believe the interviewer wants to hear, or what the interviewee believes will paint their thoughts and actions in a good light.

• Please come to a meeting at 7.30 in your local community centre

Public consultations taking place at pre-determined times and locations invariably exclude certain groups. Transport costs can exclude some; caring and employment obligations others.

Focus groups, now in regular use in both public and private sector, can overcome some of these disadvantages in the production of rich, experientially based responses.