Maja

Situation

En hovedkonklusion i Egmont Rapporten 2018 er, at unge med ordblindhed klarer sig dårligere i uddannelsessystemet end andre unge. Rapporten viser, at de unge med ordblindhed afslutter grundskolen og påbegynder en ungdomsuddannelse i lige så høj grad som andre unge. Men herefter sker der et skred, hvor mange af de unge med ordblindhed falder fra undervejs. 31 pct. af de unge med ordblindhed gennemfører ikke en ungdomsuddannelse. Flertallet af de unge med ordblindhed vælger en erhvervsfaglig uddannelse, og også her er frafaldet blandt elever med ordblindhed højere end andre elevers.

Tilgang

Maple har lavet feltarbejde blandt 24 unge (mellem 15 og 25 år) med ordblindhed, som enten er i gang med eller stoppet på en erhvervsuddannelse, 10 forældre, 12 fagpersoner og 6 interessenter på området – med ekspertise inden for enten ordblindhed eller erhvervsuddannelser. Gennem interview og observationer har vi fået indblik i hverdagen, oplevelsen af ordblindhed og motivationer og barrierer ift. at gennemføre en erhvervsuddannelse. Vi har med tegneøvelser fået indblik i de unges forventninger til og oplevelser med opstarten på erhvervsuddannelsen samt deres drømme for fremtiden.

Resultat

Undersøgelsen er resulteret i fire hovedindsigter med særligt fokus på at vise de unges perspektiv. Helt overordnet viser undersøgelsen, at for at flere unge med ordblindhed gennemfører og kommer bedst muligt gennem erhvervsuddannelsen, skal de unge guides til at vælge uddannelse ud fra lyst og motivation, de skal hjælpes godt fra start, de skal støttes i at acceptere og håndtere deres ordblindhed (både fagligt, socialt og personligt) – og rammerne for læring skal være de rette. Indsigterne er tilgængelige i en kort rapport, der også beskriver undersøgelsens formål og metode nærmere, via filmformat og i en filmet version af vores præsentation (se herunder).

INDSIGT 1
De unge har følt sig dumme og ikke skolestærke – en følelse der præger deres uddannelsesvalg

I et skolesystem der i høj grad er bundet op på bøger og skriftlige formater, har de unge følt sig dumme, oversete, misforståede og uden forventninger til deres evner og indsats. Erfaringer de unge har med sig, når de skal træffe et valg om deres videre uddannelsesforløb. Mange af de unge ser erhvervsskolen som det oplagte valg, fordi de opfatter erhvervsskolen som en praktisk uddannelse og af lavere niveau end andre ungdomsuddannelser.

INDSIGT 2
De unge møder en brat overgang til voksenlivet på erhvervsskolen – her er ordblindheden en ekstra udfordring:

Erhvervsuddannelsen markerer for mange af de unge muligheden for en ny start både fagligt og socialt. Men de unge er unge mennesker på vej ud i livet, og erhvervsuddannelsen er en brat og til tider overvældende overgang til voksenlivet. Her bliver ordblindheden en ekstra udfordring, som kan spænde ben for de unge undervejs i uddannelsen. Det gælder f.eks. fagligt ift. at de bruger ekstra tid på lektier og at integrere hjælpemidler i hverdagen samt socialt ift. skift mellem forskellige skole- og praktikforløb. En ”allieret” (f.eks. en anden med ordblindhed, en klassekammerat eller en underviser) kan være afgørende for de unges trivsel og gennemførsel.

INDSIGT 3
En positiv ordblindetest udløser støtte og afklaring, men et virvar af nye, svære følelser opstår

De unge oplever ofte afklaring og lettelse, når de får et positivt resultat på ordblindetesten. Men resultatet medfører også ofte et virvar af frustrationer og nye svære følelser. Her oplever både fagpersoner og de unge selv, at IT-pakken og SPS-støttetimer er en støtte, og at det er afgørende, at de får støtten tidligt. Men bevillingen af IT-pakke og SPS-støtte er ikke nok i sig selv. For at de unge er klædt bedst mulig på til deres uddannelse, skal hjælpemidler aktivt bringes i spil i uddannelsen, og de unge skal støttes i at komme overens med og lære at håndtere deres ordblindhed.

INDSIGT 4
Der sker et gennembrud, når de unge præsenteres for individuelle strategier, mestrer egen læring og rammerne er de rette:

Flere af de unge har udviklet forskellige strategier (bevidst eller ubevidst) for, hvordan de bedst muligt tilegner sig ny viden og nye færdigheder. Men flere oplever, at det ikke er altid, at deres strategier ”tæller” som læring, eller at deres strategier eller hjælpemidler fungerer i undervisningen. Andre har endnu ikke fundet frem til alternative måder at tilegne sig viden på. Der sker et gennembrud, når de unge finder ud af, hvordan netop de lærer bedst muligt og kan overføre strategierne til deres uddannelse. Her oplever de unge at få mere selvtillid, og at de kan deltage aktivt i undervisningen.

Tegneøvelse

De unge har blandt andet tegnet deres forventninger til og oplevelser med opstarten på erhvervsuddannelsen. Her forklarer Laura, der er stoppet på en erhvervsuddannelse, om sin oplevelse, fra da hun startede på erhvervsuddannelsen – til i dag, hvor hun går på en ordblinde-HF.

”SOSU er sort. Det var dårlige følelser, jeg havde, både socialt og fagligt og personligt. Da jeg dropper ud af SOSU, har jeg stress, så det er gået for langt. Man håbede på, at man kunne fortsætte, men jeg skulle nok været droppet ud før… Jeg er glad for at gå i skole nu (ordblinde-HF). Der er ting, jeg er blevet bedre til. Jeg er generelt glad for at gå i skole og lære ting… Jeg føler mig ikke presset nu. Jeg har tegnet en sort streg, fordi det er ikke nemt hele tiden, der er stadig dage, der er svære og træls. Men generelt er det en god ting at gå på HF.”

• Link til film af præsentation 
• Download rapport PDF 
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Situation

Coop – one of Denmark’s largest retailers – has already positioned itself as a significant and ambitious player in terms of CSR (Corporate Social Responsibility). However, Coop has an ambition to push both consumers and the industry in an even more sustainable direction, and wanted to update the CSR-strategy from 2020 in order to have a strong strategic framework that is visionary, can be anchored and executed internally as well as externally, and that is easy to communicate.

Approach

Maple helped Coop to gain insights into both customers’, employees’ and business partners’ perception of Coop as well as of themes related to responsibility and climate. On the basis of the insights we assisted Coop’s CSR-team in the strategy process, which included devloping a strategic framework, defining key focus areas as well as regular involvement of key senior stakeholders in Coop.

Result

The project resulted in a framework for Coops CSR-strategy, including strategic focus areas, key issues to address together with specific goals and main activities. The governing principles of the framework ensure that the strategy builds on insights from the various stakeholder groups, is simple in structure, has both short- and long-term goals, answers to the SDGs and is easy to communicate internally and externally.

”Maple has helped Coop develop a new CSR-strategy. Based on in-depth research Maple provided an analysis and a range of insights, and helped us translate it into a framework for a new and ambitious CSR-strategy. Maple’s analysis and range of insights have been very interesting and valuable for us and have given us a much better understanding of our customers and other stakeholders. Maple has been very professional and proactive throughout the process, and we have very much enjoyed working with them.”

Louisa Raith, CSR project manager, Coop

Situation

Copenhagen Malmö Port (CMP) is one of the largest port operators in Scandinavia, handling more than 4.500 ships each year. With a rising number of cruise ships coming to Copenhagen, CMP has an increased awareness of dealing with the growth in a sustainable way. For this reason, CMP wanted insights into three key areas: 1) the harbor neighbors’ perspective on cruise ships, 2) traffic regulation at the harbor and 3) cruise ship passengers’ experiences with handling luggage.

Approach

Maple made separate studies for each of the three key areas above. The first study included in-depth interviews with harbor neighbors and explored their perception of cruise ship tourism. The second study took place at Langelinie in Copenhagen and consisted of quantitative registration of cruise ship related traffic. The third study was set in New York City and was based on in-situ interviews with cruise passengers and their needs related to luggage handling.

Result

The three studies gave insights into how CMP can further develop cruise ship tourism by 1) working more closely with the harbor neighbors, 2) handling the harbor traffic in a more efficient way and 3) creating a new luggage handling services that meet the needs of cruise ship passengers.

“It is very valuable that Maple always quickly understand the situations, we introduce, formulate the problem and approach it spot on according to our needs, and that they during the whole process are clear and create confidence. It is a pleasure to work with Maple.”

Fredrik Bladh, strategy & business development manager Copenhagen Malmö Port

Situation

Food trends change and topics such as animal welfare, sustainability and less meat consumption are increasingly on the agenda – especially for the younger generations. In order to continuously be up-to-date and create relevant products and communication, the Danish food company Tulip wanted deeper insights into young people without children, their perception of food and of meat in particular, and their grocery shopping habits as well as cooking skills and routines.

Approach

Through in-depth interviews, digital ethnography, visual exercises and observations of grocery shopping and everyday cooking with 45 young people Maple gained insights into their values and aspirations, routines and habits – as well as their perceptions of the Tulip brand and products.

Result

The study gave Tulip new perspectives on how young people cook, eat, dream and decide – when it comes to food purchase, preparation and consumption – and Maple provided Tulip with recommendations on how to reach young people with relevant inspiration as well as products that meet their needs and aspirations.

“It has been a great pleasure working with Maple. They proactively seek to understand our business and needs, their consumer insights have brought us new knowledge – and some surprises – and their recommendations are clear, visual and easy to implement. So all in all Maple’s results have been of great value for Danish Crown Foods.”

Thomas Grøndahl, Customer Insight Manager, Danish Crown Foods

Situation

The Museum of Danish Resistance, which is a part of The National Museum, has been rebuilt after a fire in 2013 and reopens to the public in 2020. To ensure the best possible guest experience at the museum the National Museum wanted to test flow, wayfinding and communication with potential guests before making the final adjustments to the new museum.

Approach

In December 2019 Maple tested the Museum of Danish Resistance with both national and international guests. Through focus group interviews, individual interviews, test of communication material, observations and “walk-and-talks” at the museum, we gained insights into potential guests’ knowledge of and expectations to the Museum of Danish Resistance, their navigation through the building and their overall experience.

Result

The test gave the National Museum new knowledge about how guests perceive and experience the Museum of Danish Resistance – including what really catches their attention and incite their curiosity – and why. Knowledge, which led to recommendations on how to further develop and complete the exhibition, as well as the communication at and around the museum.