Training and assessment questions go together like peas and carrots. Their purpose is simple, it’s to evaluate a learner’s ability to apply newly acquired information and skills to solve a particular problem. It’s a measurement tool. More times than not, they demonstrate the learner’s ability to memorize data points and recall them on command. Missing from the experience is the practical application of the newly acquired skill.
This intrinsic problem with typical assessment questions is unveiled when the learner attempts to apply the newly acquired skill in the real world and fails handily. As learning developers, how do we prevent this from happening? One solution is role-playing however this presents a laundry list of issues too long for this post. The solution that resonates with me is the conceptualization and deployment of better assessment questions. Karl M. Kapp, addresses this as well as provides a recipe for creating high impact assessment questions in his recent blog post.
I invite you to take a peek. It’s a good read and worth your time.
Yes, I oversold them a touch but I needed your data. Moreover, as a creator and deliverer of content it’s critical to be able to measure the engagement level of the target audience. Regardless of the scenario, be it training, marketing, or the development sales collateral.
The question you should be asking is;
What should I be measuring?
Traditionally, engagement level metrics have centered on counting the number of downloads and capturing audience impressions via embedded forms and static surveys. Unfortunately, these measurements are close to useless.
Case in point, most organizations have a library of content designed to enable its direct and indirect sales teams, technical staff, new employees, etc. This content consists of videos, podcasts, articles and white-papers. Counting the downloads and possibly the frequency quantifies which content is popular and which is not. The questions that cannot be answered are:
Was the white-paper, article, video or podcast consumed completely?
Where did the audience spend the most time in the document?
Where did they pause and rewind the video/audio?
How long did it take them to consume the white-paper?
Where did they spend the most time in the article?
This is but a subset of the questions that enable content creators in building the ‘good stuff’. Arming them with this information focuses content development and the associated spend in the right areas for the right people. As important, engagement level measurement ensures a consistent, high quality product the target audience is sure to need and want prior to asking for it.
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