Overview

We propose a study that analyzes the effectiveness, accessibility, and financial sustainability of the equine therapy program offered by HorsePower. The overall objective is to provide solid data on the program’s impact on participants (patients with physical and/or cognitive challenges), barriers to accessing the new location, and operational cost-benefit analysis as requested. Through the collection of primary data (paper/in-person surveys), interviews with current clients and staff members, interviews with referral sources, and analysis of secondary data, the research will provide to HorsePower evidence to improve marketing and expand access to services.

Project Purpose

This project aims to help Horse Power:

1. To evaluate the perceived impact of equine therapy on clients through changes in patients.
2. Analyze access barriers related to the new location (distance, schedules, costs, and affordability) for different population segments.
3. Conduct a cost-benefit analysis of the operational program to identify efficiencies and areas for improvement.
4. Generate a report in article format with graphs summarizing findings for funding applications (veteran grants and potential donors).

Research Questions & Hypotheses

Core Research Questions

• Why did participation and volunteering decline after the move to the new location in November 2024?
• Is distance/location the main barrier to access for potential clients? To what extent are clients able and willing to overcome barriers to access HorsePower?
• What is the clients’ (and caregivers’) perception of changes in their condition (physical, cognitive, mental) after participating in sessions?
• How do healthcare professionals (therapists, doctors) perceive and recommend equine therapy?
• What are the effective costs per session/client and where are there opportunities for operational efficiency?
• What would be the ideal pricing model (affordability) that maximizes participation?

Hypotheses

• H1:Distance is a significant factor in customer loss, but not the only one.
• H2: There may be a lack of awareness about equine therapy among healthcare professionals and potential referrers in the field.
• H3: Customers and their families perceive tangible benefits (satisfaction ≥ 7/10) after participation.
• H4: Investments in targeted advertising generate a return in customer volume.

I. Data Strategy & Impact Measurement System

A comprehensive evaluation of how we intend to collect the data to be presented. (Not necessarily in this order)

• Primary Data Collection

1. 1. • Research with Current and Former Clients (Paper/In-Person Survey)
        1. Format: Questionnaire administered in person during or after sessions.
        2. Sample: All active clients willing to participate (target: n ≥ 20–30).
        3. Duration: February – March 

• Key Questions:

• Basic demographics: age, location, distance to the facility, how long is taking the therapy, who is the companion and who takes the clients to the space.
• Accessibility: How would you rate the accessibility to HorsePower in matter of distance and transportation to get there? (scale 1–10)
• Perceived changes: What changes have you noticed in yourself or your family member after participating? (open-ended + scale 1–10)
• Affordability: “Define below what would be considered a worth it price for you”; “Define below what would be considered a stretch but acceptable price for you”; “Define below what would be considered a not worth it price for you”
• Barriers: What would make it difficult for you to continue participating? (distance, schedule, cost, other)
• Recommendation: Would you recommend it to a friend/family member? (scale 1–10)
• Open-ended suggestions for improvement

• • Interviews with Reference Professionals

• Respondents: Therapists (Lifescape), physicians, psychologists, special education coordinators in school districts in the region, Augie Access Coordinators .

• Method: Interviews (in person or online, 20–30 minutes).

• Sample: Target 10–15 professionals.

• Research with Volunteers and Staff

• Format: Brief survey or interview.

• Sample: Sample of active volunteers.

• Questions: Motivation for volunteering and barriers, and since they monitor the patients’ improvement, what do they observe as the most drastic change? Is there a particularly striking story for them?

• Collection of Additional Data

1. 1. • Internal Operational Data (HorsePower)
        1. Customer records (Equiforce/database):
           1. Demographic data (age, location, diagnosis, income/scholarship)
           2. Participation patterns (frequency, duration, dropouts)
           3. Reference of origin (how they heard about HorsePower)
           4. Scholarship data: how many/who uses it, percentage of subsidy
           5. Retention rate, length of commitment

• Financial data:

1. 1. • 1. 1. Cost per session (salaries, horse feed, maintenance, utilities)
           2. Revenue by source (client fees, scholarships, donations, grants)
           3. Operating costs of new vs. old facility

• Volunteer/Staff data:

1. 1. • 1. 1. Number and profile (age, relationship with the barn)
           2. Retention rate, length of commitment
           3. Knowledge about the horses
           4. Clients stories
           5. Capacity and training received

• Review of Historical Records

• Data before/after the change:

1. 
   
   • 
     
     1. 
        
        1. Customer volume
        2. Volunteer volume
        3. Marketing stats (social media engagement, outreach events)

Expected Data Analysis

• Descriptive Statistics

1. 1. Client demographic profile (age, location, diagnosis, income)
   2. Participation by program (sessions, dropouts)
   3. Referral breakdown
   4. Scholarship uptake

• Perception and Impact Analysis

1. 1. Mean and distribution of responses on a 1–10 scale for:
      1. Perceived accessibility
      2. Perceived changes in patients
      3. Affordability
      4. Recommendation (Net Promoter Score)
   2. Thematic analysis of open-ended responses (barriers, suggestions)

• Cost-Benefit Analysis

1. 1. Cost per session / per client
   2. Revenue per client (average)
   3. Operating margin
   4. Identification of cost drivers and efficiency opportunities
   5. Scenario modeling (e.g., if price changes to X, would demand change?)

• Feedback Analysis Professionals

1. 1. 1. Thematic synthesis of interviews with therapists/physicians:
         1. Patterns in perception of barriers
         2. Evidence of reported impact
         3. Gaps in knowledge/communication

• GIS & access analysis

• Collect home ZIP codes or centroids (anonymized) and map client locations relative to the new facility.
• Calculate travel distance and typical travel time and visualize catchment maps showing density and gaps.
• Use mapping output to analyze correlations between distance and dropout or attendance patterns.

Project Needs from Horse Power

To complete this project, we will require:

1.  Access to Equiforce (database):
   1. Complete list of current clients (with contact information, demographics, program participation)
   2. Scholarship data (who receives, how much)
   3. Participation history (attendance, sessions)
   4. Data before/after change place
2. Financial data:
   1. Operating budget (salaries, animal costs, maintenance, utilities)
   2. Revenue by source (clients, scholarships, donations)
3.  Referrer contacts:
   1. List of potential therapists, doctors, special education coordinators for interviews
4.  Permission to collect data:
   1. Approval to contact clients and professionals
   2. Client consent to share data (if necessary for public reporting)

Roles & Responsibilities

Research Team (Augustana University):

• Lead data analysis and qualitative research
• Build ROI and impact models
• Develop reports, infographics, and publication materials
• Maintain data confidentiality
• Deliver final findings

Communication Plan

• Biweekly check-ins with Mindy Hill (flexible and open)
• Monthly written progress updates
• Final briefing with recommendations and next steps

Final Deliverables

1. Descriptive Statistics
   1. Demographic profile of clients (age, location, income)
   2. Participation by program (sessions, dropouts)
   3. Referrer breakdown
   4. Scholarship uptake

1. Perception and Impact Analysis
   1. Average and distribution of responses on a 1–10 scale for:
      1. Perceived accessibility
      2. Perceived changes in patients
      3. Affordability
      4. Recommendation
   2. Thematic analysis of open-ended responses (barriers, suggestions)

1. Cost-Benefit Analysis
   1. Cost per session / per client
   2. Revenue per client (average)
   3. Operating margin
   4. Identification of cost drivers and efficiency opportunities
   5. Scenario shaping (e.g., if price changes to X, would demand change?)

1. 1. Analysis of Professional Feedback
      1. Thematic summary of interviews with therapists/physicians:
         1. Patterns in perception of barriers
         2. Evidence of reported impact
         3. Gaps in knowledge/communication

• Visualizations and Reporting

1. 
   
   1. Distribution graphs (accessibility, affordability, impact)
   2. Location maps (distance of customers to the facility)
   3. Temporal analysis (volume before/after change)
   4. Summary tables of qualitative feedback
   5. Executive article summarizing findings and recommendations