We commissioned VT Research (now Babcock Research) to carry out a project using exclusively qualitative data collection and analysis techniques. VT’s proposal showed the best understanding of the brief and the depth of information required, upon which to base further policy. Our objectives were to gain a true and detailed understanding of the motivations and barriers to engagement in the labour market in for people over 50 from two perspectives: supply-side (employed and unemployed/distant from the labour market) and demand-side (employers – small, medium and large).

VT designed their research instruments for a range of focus groups and for in-depth interviews with employers (either HR or managing director/owner). The design was based upon the results of a comprehensive desk research comprising literature and data review. Based on their experience, produced a qualitative sample matrix derived from ONS data etc, which covered the target participants we wanted. Focus group recruitment was undertaken by through on-street interview screening, to convene groups in similar labour-market situations, yet discussions revealed rich veins of difference between personal motivations/barriers to employment or further training.

There have been many quantitative surveys of employers, but the in-depth semi-structured interviews conducted by VT’s research executives (rather than telephone unit interviewers) provided a solid understanding of the different experiences, perceptions and motivations of employers recruiting, training and developing people in their fifties and sixties. The findings were delivered to schedule with formative findings provided throughout. The reporting drew out the complexities of personal experience and contexts in which labour market participation and training are made.

The work revealed a wide range of personal barriers to employment and training which are far from insurmountable now they are understood by the LSC. VT’s policy recommendations were based on sound qualitative analysis (detailed in their method report to us) which piece together the complexity of the situation from both supply and demand points of view.