In 2018, while onboarding at my new position with the Texas Veterans Commission (TVC), I came across the 2016 Texas Veterans Needs Assessment while gathering audience research. As a new government employee at the time who did not serve in the military, I needed to cross reference my anecdotal familiarity and initial observations with hard facts and data about the agency’s ultimate audience to make sure my new strategic communications plan was targeted, realistic, and grounded in empirical data.
With a brand tagline of “Helping Veterans Starts Here,” I wanted to make sure I understood the agency’s audience on a granular level in order to speak clearly and without confusion, and bring my best work to the table. The 2016 report provided a foundational view of veterans’ needs but lacked the extensive details and nuance exploration I sought. I wanted to measure progress on big picture goals against prior benchmarks.
Discovering this groundwork marked the beginning of a transformative journey for my work at TVC and resulted in a new approach for the comprehensive 2020 Texas Veterans Needs Assessment Report.
This case study explores the evolution of these assessments, highlighting the strategic improvements that turned a basic report into a data-driven goldmine of actionable insights. I provided map graphics, data, input, edits, focus group coordination, and relayed TVC’s brand assets, fonts, and colors to help the final product fit and flow with the state agency’s brand in my role as project manager. PPRI’s research team worked tirelessly to conduct the study, assemble their findings, and report to TVC’s Commissioners. PPRI staff compiled the final report for publication, including layout of the final 2020 report linked and sampled below.
Needs Assessment Required By Texas Government Code
TVC is required to produce a veterans needs assessment every four years by Section 434.017 of the Texas Government Code. This assessment helps the TVC understand and address the evolving needs of Texas veterans and their families, ensuring that resources and services are effectively allocated and updated.
The Baseline: 2016 Texas Veterans Needs Assessment
The 2016 Texas Veterans Needs Assessment was a critical first step in understanding the needs of Texas veterans. The report provided a broad overview of veterans’ needs through surveys and basic data collection methods. While it offered valuable initial insights in the original 45-page report, there were opportunities for deeper exploration and more comprehensive analysis.
How We Shifted Tactics in the 2020 Texas Veterans Needs Assessment
Recognizing the potential for a more detailed and strategic assessment, I was charged to work closely with the Public Policy Research Institute (PPRI) at Texas A&M University to ensure the 2020 Texas Veterans Needs Assessment expanded on previous efforts with a new level of detail. TVC’s goal was to enhance the scope, depth, and usability of the data collected, ensuring it provided actionable insights for stakeholders; I was thrilled PPRI’s researchers acknowledged my “gracious and thoughtful assistance… with significant input, creative suggestions and helpful feedback to refine the various aspects of the project including instrument development, survey focus group recruitment, contract amendment and revision of timelines due to the COVID pandemic, as well as obtaining the sample for the summer 2020 veterans needs assessment survey from another agency.” (page ii, Comprehensive Study Findings)
Side note: my last name at the time this report was written was “Webster” and to further complicate the reference, my first name of Elisabeth is often misspelled as “Elizabeth” – as happened here too! But I still stand by this report, and am so proud of the incredible insights the agency gained as a result of the shift in tactics.
Long story short, this was a massive project – and the charge was daunting for a semi-new government employee. But wow was it worth it!
Nine Strategies For Success In The 2020 Report
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The 2020 Texas Veterans Needs Assessment expanded on the foundations of the 2016 report.
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Researchers at Texas A&M Public Policy Research Institute produced a comprehensive report that explored new questions, and offered the public a new level of insight into Texas veterans.
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Regional analysis explored variations in the audience, comparing and contrasting needs versus the overall statewide picture.
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PPRI's research team offered detailed, actionable insights for the state and gave recommendations that informed my marketing strategy for the Grants department in subsequent years.
Big Picture Scope
We expanded the assessment to cover a wider array of issues specifically relevant to grant-funded services, including mental health, employment, housing, and social integration. This broader focus provided a more comprehensive understanding of the multifaceted challenges faced by veterans and veteran service organizations.
Engaging Tone
To make the findings more relatable and compelling, the research team adopted an engaging and empathetic tone in both their interactions with veterans and veterans service organizations. This approach helped veterans give clear feedback to the researchers, and the researcher’s plain-language takeaways helped stakeholders connect with the data on a personal level, fostering greater interest and involvement.
Advanced Data Collection
The project team employed mixed methods, including in-depth interviews, focus groups, and advanced surveys. These techniques allowed us to capture the complexity of veterans’ experiences and provide a richer, more nuanced dataset.
Comprehensive Analysis
The research team’s final report provided a detailed analysis with clear recommendations for each of the FVA Department’s eight regions, making the data not only informative but also actionable. This focus on actionable insights ensured that the findings could directly inform policy and program development.
Integration Of Agency Partners
One of the key improvements was the active involvement of veterans, their families, and service providers in the data collection process. This collaborative approach ensured that the voices of those directly impacted were heard and reflected in the findings.
Accessible Reporting
The researchers prioritized creating a user-friendly report with infographics and summaries, enhancing the accessibility of the data. This approach made it easier for a wide range of stakeholders to understand and use the findings.
Regional Insights
By analyzing data by region, the comprehensive final 2020 report provided tailored insights and recommendations for different areas. This regional focus allowed for more targeted interventions, addressing the unique needs of veterans in various parts of Texas.
Impact Framework
We developed a clear framework for measuring the impact of implemented recommendations. This framework helped agency staff measure progress in implementing new strategies and ensure that the findings translated into meaningful improvements for veterans.
Future-Oriented
The 2020 assessment included a forward-looking perspective, anticipating future needs and trends among veterans. This proactive approach helped stakeholders plan and address emerging challenges like never before.
Conclusion
The 2020 Texas Veterans Needs Assessment set a new standard for understanding and addressing veterans’ needs, and I am proud to have contributed to this excellent work! By leveraging modern data collection methods; fostering close collaboration with the research team, agency partners, and staff; and focusing on strategic, actionable insights, we transformed a foundational report into a comprehensive tool for policy and program development that I hope will be useful for many years in the future.
Curious about what comes next? Me too, now that I have shifted into the next phase of my career! Kudos to the TVC and PPRI staff who contributed to the final product.
I recommend everyone check out the 2020 Texas Veterans Needs Assessment Final Study Report for the full experience and details. The next Texas veterans needs assessment is due to take place in 2024.
Links
Texas A&M Public Policy Research Institute portfolio: 2020 Texas Veterans Needs Assessment
- PPRI Portfolio Page on Needs Assessment project
- Final Study Report
- Findings Presentation Slides