There are a variety of different types of evaluation strategies to consider when seeking to change behavior; however, it is most important to note that effective behavior change evaluation goes well beyond measuring outputs (for example, the number of people contacted) and should be considered an ongoing dynamic process focused on behavioral outcomes (actual behavior changed). The objective of evaluation efforts is not to track everything, just the issues that mark progress in achieving behavioral objectives. Ensuring that data collection focuses on behavioral outcomes rather than relying on ‘soft’ endpoints such as increased awareness or website visits is key.
Focusing on your priority audience’s experience is paramount when designing your evaluation strategy. Ask yourself:
- if your priority audience’s needs are being met with campaign strategies
- if it is easier for your priority audience to engage in the behavior using products or services you are offering
- if the necessary products and services needed for your audience to adopt the behavior are now more readily available.