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Depth

When confirming that a change has taken place, you must determine how deep to measure. Do you need to determine the extent to which the environment or behaviours of the target audience have changed? Or do you need to measure the change in people's mindset and feelings? It can help to use the change ladder to understand the type of measures to be applied.

For change focused on external factors at the "asset" or "blueprint" levels, the measures will be focused on tangible deliverables: is the system in place and working, have the tools been provided or have the marketing recommendations been implemented? For change at the "capability" level, the measure will be around change in behaviours, skills or competencies. When measuring the "desire" level, the focus will be on changes in the way that people feel or think about themselves, the company or colleagues. When confirming change at the "existence" level, the measure is focused on people's beliefs, team mission or company vision statements.


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