General Medical Council

Corporate strategy and perceptions survey

The brief

The General Medical Council (GMC) commissioned Shift Insight to run their corporate strategy and perceptions survey, which tracks perceptions of seven key audiences: doctors, educators, patients and the public, providers, Responsible Officers (ROs), stakeholders and final year medical students.

This year’s research builds on previous corporate strategy and perceptions tracking surveys commissioned by the GMC in 2018 and 2020, alongside earlier tracking research conducted in 2014 and 2016, and is the first perceptions survey conducted since the COVID-19 pandemic. The study aimed to align findings with the GMC’s vision of being an effective, compassionate and relevant regulator.

The approach

  • The research methodology involved 7 quantitative surveys, a survey sent to each audience.
  • A thorough and collaborative review of the existing survey questions was carried out before the dissemination to ensure survey questions were appropriately updated and effectively mapped to strategy indicators.
  • Shift achieved responses in line with previous tracking surveys through a considered sampling and dissemination plan, and also aimed to rectify/address any shortfalls in sample from previous iterations. Weighting was applied to ensure a representative sample.
  • Shift delivered a series of reports, presentations and data files of the findings, including: a key findings report, available here, numerous summary reports focusing on different audiences or areas and comprehensive data files and tables.

The value

  • All reports and presentations delivered aimed to provide the GMC with an understanding of existing perceptions and how these have changed since the last survey wave. Coding and analysis of open responses provided valuable insight into identified trends.
  • To provide further value, the study also aimed to identify any areas of activity or priority audiences for the GMC to focus on, to inform strategic decisions. The final key findings report aligns findings with the GMC’s vision of being an effective, compassionate and relevant regulator, and in turn links to the four strategic themes outlined in the GMC’s corporate strategy (2021-2025). In addition, several contextual aspects were considered throughout the report and during the analysis to inform the final reporting.