Need analysis

Performing a need analysis involves comparing the current and target status, with the latter defined either by the project team or in conjunction with the target group. Different needs belong to different categories:

• Normative need: A national or international standard is used as a comparison. A normative need occurs if the current situation does not meet the standard mentioned above.
• Relative need: A comparison is made with a comparable group, a business competitor or something similar. If they are achieving better results, there is a relative need.
• Subjective need: A subjective need arises when people themselves feel a need (e.g. to improve their qualifications).
• Demonstrated need: A demonstrated need arises when the behaviour of the target group suggests a need (e.g. waiting lists for seminars).
• Future need: A future need is a need which results from the prerequisites and consequences changing at some future date.

A need analysis can be divided into three sub-tasks:

• Examination of the current situation;
• Definition of the target situation;
• Identification of the discrepancy between the current and the target situation.

The methods with which these analyses can be carried out are manifold. Depending on the questions to be examined, various qualitative or quantitative methods may be suitable:

• Interviews are suitable for questioning individuals (e.g. experts, students), and if the objective is to develop new subjects (esp. ideas for goals) and / or to make a broad investigation of personal experiences, ideas and opinions.
• The use of questionnaires allows large numbers of people to be surveyed. They are especially suitable when information is already available about the target group and its needs.
• Observations are suitable for collecting information which those studied are less aware of. In order to improve a system, for example, it is advisable to observe users as they interact with the system to find evidence of user problems or needs.

Important: Needs, i.e. the discrepancy between the current and target situation, also provide a guideline for a final evaluation of the project by answering the question as to whether the target situation has been achieved, i.e. whether the needs have been met, and which factors were responsible if the needs were poorly met or not met at all (Reinmann-Rothmeier & Mandel, 2000).

Examples

To give you an idea of how you can design your own needs analyses we have included two examples of needs analyses from the e-learning domain: Needs analysis - Examples.