Impact thinking in 5 steps: From data to better digital strategies

We all have assumptions about our audience. For example: "Our users are primarily interested in feature X" or "Our target audience is between 25 and 35 years old." Impact thinking and measurement help to test these assumptions against reality. We can collect data that provides insight into the actual behavior of our users through surveys, website visit analyses, and social media interactions. Perhaps it turns out that our users are not interested in feature X at all, but rather in feature Y.

Who is your primary audience? What are their needs? By collecting both qualitative and quantitative data about your audience, you get a better picture of who they are and what they are looking for. This knowledge is essential for developing an effective digital strategy. Using interviews, tools like Google Analytics, and social media analytics, we can map out the demographics, interests, and behavior patterns of our audience.

Data goes beyond just numbers. It's also about the stories behind those numbers. By looking at the experiences of your audience, you gain better insight into the impact of your services. Think of pop-up surveys, online focus groups, customer reviews, feedback on social media, and results from usability tests. This qualitative data can help us understand why people make certain choices and how we can improve their experience.

By using data to support your decisions, you increase your chances of success. Ask yourself the right open-ended questions and use the answers to adjust your strategy. For example: “Does our offering make a positive difference in the daily lives of our participants?” or “Does customer satisfaction with our digital offering lead to returning visitors to our building?” By making data-driven decisions, we can use our resources more efficiently and deliver better results for your participants.

Impact measurement is a continuous process. By regularly measuring the impact of your actions, you can learn and improve. Set SMART goals (Specific, Measurable, Achievable, Realistic, Time-bound) and choose the right key performance indicators (KPIs) to track your progress. Use dashboards and reports to share your findings, along with other data sources, with your team and stakeholders. Make impact data a part of your toolbox.