SWOT Analysis
What is SWOT Analysis about ?
This method operates by peeling back the layers of a group, to obtain valuable information that will later influence decision-making. Its intended objective is to identify the internal and external factors that are favorable and unfavorable to achieving one’s aims. Typically conducted in a group, each member asks and answers questions to glean meaningful information under each category of Strength, Weaknesses, Opportunities, and Threats. It can be conducted alone, but benefits from group-input, and the diversity and wisdom of a group can verify it’s results. The SW categories are generally seen as internal factors, while the OT are external.
This tool is used most effectively before any major decisions have to be made where a desired end-state or objective is defined, as it can reveal the strategic position of an organisation. It is also particularly of use anytime an evaluation is sought to get a wider-perspective on the target community. SWOT is generally seen as a tried-and-true tool of strategic analysis, but also has its limitations as it is bound within its four categories.
Audience
Is participant experience relevant for SWOT Analysis ?
Audience description for SWOT Analysis
It’s most widely recognised in business and corporate sectors, although it is applicable to any group, community, or organisation at grassroots or government level. It can even be implemented on oneself as a tool for personal development, although there’s the obvious drawback of potentially being blind to one's own traits, and biased in the analysis. One would need reliable, impartial sources for feedback to truly evaluate the results.
Requirements
Run Through
A 4-sectioned matrix needs to be drawn up. There is no right or wrong way to arrange it, but often the SW sections are beside each other (as they are internal) and likewise with the OT (for external factors).
Online
A SWOT analysis can work particularly well either online or blended. Online tools like Miro or Jamboard, are excellent facilities. Preparation and familiarity with the technologies you’re using is key to a fluid session. It can also provide an easy route to harvesting and collating the results as it is easily accessible and sharable.
To hold a session entirely online or blended consider the following format:
Using a whiteboard toolMiro, for example, prepare by creating the matrix (4 boxes, any notes in a separate box above or below, and an area for additional notes) and a cluster of sticky notes per participant. It’s useful for each participant to have their own dedicated sticky note colour. Many can be selected, copied and pasted to perform this task quickly. Lock each of the boards for each SWOT category and any relevant notes - this is extremely helpful to avoid multiple users dragging the work area around when getting into the work!
The next section can either be held in person, all with separate devices logged into Miro, or held online, while on a video or audio call together and using Miro. Work through the SWOT as described in the Step-by-Step section just as you would in person. Participants can also prepare their answers remotely, prior to the session, and then just type them into the stickies in Miro.
An alternative way to conduct an online SWOT analysis is for each individual to type up their answers to each category, and send them to one person or a team that is responsible for coordinating all of the responses. The data can be arranged into one document and then this can be the focus of an online call or in person meeting, working through the document and analysing the results, with the option of participants having read the document beforehand.
Material for
In person:
Flipchart/ whiteboard/ large sheets of paper stuck on the wall. Pens/markers. Sticky notes (ideally different colours to differentiate between participants and/or categories.
Online/ blended:
Separate devices. Collaboration platforms (Miro, Jamboard, Zoom etc.). Projector and screen if necessary.
project
ERASMUS +
Co-funded by the Erasmus+ Program of the European Union. Find more information about the program and its goals here: https://erasmus-plus.ec.europa.eu/.
Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them.
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