Pros and Cons of Common Communication Measurement Methods - Kademy - chunk 17

great for collecting behavioural information, it may be difficult to attribute those behaviours to your comms campaign (as opposed to another influence). So using the observational method together with the qualitative method may be useful, and you’ll also want to try to include an observational baseline for a truer comparison. Finally, keep in mind that observations shouldn’t be a one-time thing – you’ll want to conduct them over time to determine if observed behaviours are constant. Communication measurement is a perennial challenge that we regular support Kademy members on, including through our new Measurement for Usable Results learning series.