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The Phillips ROI Methodology utilizes five degrees of evaluation, which are crucial in identifying the return on investment. At Level 1 – Reaction and Planned Action stakeholder and attendee satisfaction from the meeting can be assessed. Virtually all organizations evaluate at Level 1, with a generic usually, end-of-meeting questionnaire. While this degree of evaluation is important as a “stakeholder” satisfaction measure, a favorable reaction does not ensure that attendees have acquired new skills, knowledge, behavior or views from the meeting.

At Level 2 – Learning, measurements focus on what participants discovered during the conference using testing, skill procedures, role-plays, simulations, group evaluations, and other evaluation tools. A learning check is effective to ensure that attendees have absorbed the meeting material or text messages and know how to use or apply it properly. It is also important at this level look for the amount and quality of new professional connections obtained and whether existing professional contacts were strengthened due to the meeting.

However, an optimistic measure at this level is no warranty that that which was learned or whether the professional contacts obtained will be used on the job. At Level 3 – Job Applications a variety of follow-up methods may be used to determine if attendees applied on the job what they discovered or acquired at the meeting.

At Level 4 – Business Results, the measurement targets the actual business results achieved by meeting participants as they effectively apply the meeting material or communications. Typical Level 4 measures include result, … Read more