Each Wednesday for 6 weeks, the Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will also learn how to build research into the beginning of your planning process in ways that are fast, easy and inexpensive. At the end of communication campaigns that involve audience behavior changes, you’ll be able to calculate the marginal ROI on your organization’s communication investment.
For external surveys, prizes and awards are almost required to get participation. For internal audiences, individual prizes may actually hurt participation. Instead, provide rewards at a group level, to the department with the highest response rate.
A communication department set up along PR-agency lines used to measure its effectiveness in terms of informal feedback. We developed a post-project customer satisfaction form for them to identify what parts of the consulting process are working well and which could be improved on future projects. The forms are analyzed collectively as part of the
We developed a 25-question knowledge test on one company’s retirement benefits and investment education principles. It has been placed online, and each month several hundred employees are randomly invited to visit the site. At the end of the test, respondents can view their results and see how well they did. Over an 18-month period, the
With the wealth of actionable data each survey provides, it’s hard to pick just one to showcase. Here is a sampling of the different types of information a number of clients learned from their communication audit surveys: About one-fourth of operational employees in one company said they had no access to required safety meetings. We
When you need to compare measurements over time or across business units, you need to conduct quantitative research. This usually means a survey. We can do it all for you or work with your in-house research department to provide help in developing the right questions and helping develop recommendations based on our detailed analysis.
You can minimize drop-offs by paying careful attention to which questions you put where in your survey–and by using things like collector URLs to identify different groups without asking demographic questions.
Completing open-ended questions is very time-consuming, especially at the end of a survey. Unless the questions are on topics the audience has a burning need to communicate to you, you should not expect a high response rate.