You know you should be measuring communication, but you have no budget, no time–and no permission to pester your audience with questions. Stop looking at those as barriers and learn to see them as opportunities to find creative ways to gather data on effectiveness.
Pitfalls, problems…and possibilities in measurement
What’s right with communication measurement these days is that a lot more communicators are conducting research. What’s wrong is that we’re not always measuring the right things, analyzing what we’ve learned, or doing much about it.