Protected Characteristics Focus Groups

Key Lessons

• Using existing networks was important: Partnering with established organisations and service providers was highly effective. Discussing discrimination and disadvantage can be challenging but engaging with individuals in familiar and comfortable environments fostered open and honest conversations.
• Integrating with existing events was important: Holding focus groups as part of pre-existing events increased participation. Facilitators expressed that attendance was higher than usual and it provided an opportunity to promote the involvement of the SIC and NHS without requiring additional scheduling efforts.
• Maintaining a structured approach was key: Using a focus group guide ensured consistency and direction in discussions, making the sessions more effective and purposeful.
• Inclusive communication was prioritised: Adapting communication methods to ensure accessibility was a valuable learning experience. It highlighted the importance of flexibility in language, format, and engagement techniques to promote inclusivity and equality for all participants. For example, the team were advised that visual prompts would work better for one group, whereas another appreciated a different format. The team met with some facilitators before events to ensure the sessions were planned as well as possible. 
• It was important to be adaptable and responsive to participants needs: Each protected characteristic group has unique requirements, making flexibility essential for ensuring equal engagement. This included allowing extra time for responses and adjusting to individual communication styles, whether vocal, visual, or behavioural.

Challenges in engaging with all protected characteristic groups included: Despite efforts to engage all protected characteristic groups and successfully involving the majority, the team encountered difficulties in reaching two specific groups despite multiple attempts. This is a key lesson for future engagement strategies as alternative ways to reach these groups should be considered.

Feeding Back the Results

All focus groups have received feedback on their contributions, and a summary of their input has informed protected characteristic profiles. There are nine profiles, one for each protected characteristic, presenting quantitative data, qualitative insights, focus group feedback, and desktop research. These profiles support discussions about our local community; serve as a valuable data resource; and will be published in due course.

The focus group findings form the foundation of the Equality Outcomes and Mainstreaming Report 2025-29, which outlines specific equality outcomes to address key issues for people with protected characteristics and drive real improvements in the lives of those facing discrimination and disadvantage in Shetland. The Council must produce and publish a progress report every two years.