Case Study

Case Study: Regional Cultural Insights with Focus Groups

Context:
A worldwide religious organization sought to explore shifting perceptions of religion and spirituality across diverse age groups and demographics in South America. The aim was to gain a deeper understanding of how various cultural and socioeconomic backgrounds influence spiritual beliefs and practices. This would help the organization refine its outreach programs and tailor community engagement efforts to meet the evolving needs of different populations.

Engagement:
Strop partnered with the organization to conduct in-person focus groups across multiple countries in South America, including Mexico, Honduras, Guatemala, Peru, Chile, Argentina, and Colombia. The goal was to capture the nuanced perspectives of participants from different cultural and economic backgrounds, representing a broad cross-section of each country’s population. The focus groups were designed to foster open and respectful discussions around faith, spirituality, and religious practices in a multicultural environment.

Methodology:
In-person focus groups were organized to ensure a deep, qualitative understanding of the participants' views. Each session was structured to explore sensitive topics related to religion, balancing diverse opinions while maintaining a respectful and inclusive atmosphere. Participants from various backgrounds were selected to provide a comprehensive view of spiritual and religious perceptions within their communities. The key challenges involved managing discussions on such a personal and potentially sensitive topic, ensuring that participants felt comfortable sharing their honest thoughts.

Result:
The focus groups uncovered critical insights into how perceptions of faith are shifting among different demographics in South America. Younger participants tended to express more fluid spiritual practices, often blending traditional religious beliefs with modern, individualized interpretations of faith. Meanwhile, older participants generally upheld more traditional religious views, though there were variations across countries and regions.