The Praxis Group™ | Involving People.

EnCana commissioned Praxis to conduct a study evaluating the effectiveness of a company-wide brand strategy as well as key messages to be used in its marketing plan. The study targeted the general public residing outside of EnCana’s operating areas and key stakeholders within its areas of operation.

Praxis facilitated 18 focus groups (nine in both Canada and the United States) with randomly selected members of the public. Praxis prepared a standardized moderator’s guide with a common set of questions and probes. This served as the framework for soliciting participant feedback in each of the focus group sessions. The key stakeholder engagement process involved two components: a one-on-one telephone interview and an online or fax-back self-report survey. Praxis designed the survey instruments for each component to mirror the content of the focus groups moderator’s guide.

The Praxis team manually recorded as well as video and audio taped the focus group sessions. Recorders transcribed the audiotapes into verbatim transcripts. Praxis used QSR N6 Qualitative Data Analysis software to analyze key themes based on participant responses to each line of questioning. We input the responses from the one-on-one interviews into a dedicated database, and used SPSS to generate the quantitative results. Qualitative results for both the one-on-one interviews and the self-report survey were out put as verbatim responses and reviewed manually. After grouping responses into thematic categories, Praxis generated summaries of the findings. We then prepared a comprehensive report detailing public and key stakeholder input.