Typically, surveys are conducted no more than once every 12 to 24 months. However, if there are aspects of your culture or a publication you are actively trying to change, you may want to supplement the large surveys with mini-surveys.
How often should you measure: a) the effectiveness of individual media? b) staff opinions/culture?
This article was originally published in Strategic Communication Management, January 1998. Melcrum Publishing Limited, London, UK (1998).
