SWOT analysis

The SWOT is a simple tool to analyse your uniqueness and your burning platform. It is also an excellent research tool for collecting feedback or views on a specific topic. SWOT stands for Strengths, Weaknesses, Opportunities and Threats.

This is a versatile analysis tool that can be used in a range of situations. Here are some examples:

  • As part of a diagnostic or audit, to gather feedback on a specific issue (e.g. communication, business strategy, culture)
  • To gather reactions and responses to a potential solution
  • To gather feedback on a solution that has been implemented to find out how well it is working – e.g. a new communication process, journal, web
  • To gather feedback at the end of a workshop
  • As part of our service check, to gain feedback from a client on the service that have been delivered
  • As a framework for staff references during recruitment

It can be used in a face-to-face interview or small group discussion, or as a paper questionnaire. It’s also ideal for a quick telephone survey.

What’s good about this tool is that it:

  • is simple to use
  • Focuses on the positive to ensure a balanced view
  • Is solution oriented – looks at what can be don to address an issue, rather than just focusing on the problem
  • Helps make informed decisions about the actions to be taken to address an issue
  • Helps uncover potential threats that may trip us up further down the road
  • Demonstrated listening and helps you to internally market changes you implement as a result of the feedback.

This is how you do it

The questionnaire normally takes around 15 minutes to complete.

Ask each of the four questions in turn and then ask for the scores before you move on to the next question. Ask why they have given the score and write down these comments.

The results of the analysis will form the basis for an action plan to address the issues you have uncovered.





Leave SWOT and go back to Internal Communication