Results first
MEASURE
THE CHANGE.
NOT THE NOISE.
Outputs matter only when we know what they are meant to change. We use a simple ladder to keep briefs honest.
01
Activity
What was produced or done.
02
Reach
Who had the opportunity to encounter it.
03
Understanding
What people understood, recalled or could explain.
04
Attitude
What changed in trust, confidence, preference or perception.
05
Behaviour
What people did differently.
06
Organisational outcome
What changed for the organisation that communications can credibly help influence.
Decision test
IF A METRIC CANNOT CHANGE THE NEXT DECISION,
ASK WHY YOU ARE COLLECTING IT.
Have a brief?
Give us the second look.
Tell us what you are trying to change. We will tell you whether we think we can help.
Start a project ↗