Audience Dialogue

Media impact assessment

Many organizations automatically collect information about their audiences, but don't make much use of it. The principle of media impact assessment is to gather and information collected for other purposes. You need to collect two types of information, and related them. These could be called "cause" and "effect". The cause is your main activity, and ways in which it varies. The effect is the audience response: the numbers of people and the reaction they give.

An organization can measure three kinds of things: inputs, outputs, and impacts.