August 29, 2005

See For Yourself: Use Observation to Improve Communication

There’s no disputing the value of research for determining communication effectiveness. But there’s always the possibility that responses are affected by the unconscious motivation of respondents to give the “right” answer. In any case, what employees actually do is more important than what they say they do. An often-overlooked assessment technique—observation —can provide a valuable perspective on employees and their behaviors.

Ways of observing communication
Watching how employees experience communication is a simple way of evaluating your efforts while getting to know your audience better. For example, for decades retailers have been using “mystery shoppers” where an observer assumes the role of shopper to collect information on the "shopping experience" as it relates to selection, environment and customer service.

Observation is the right method for you if:

• Topics are sensitive and respondents are likely to give biased answers
  
• You can watch what people are doing firsthand
  
• Your objectives aren’t clearly defined

Observation research falls into two categories: direct and indirect.

• Direct observation – With this method of observation, participants know you are watching them. It’s a good choice if you know precisely what you’re looking into for more insight. The downside is that participants know they’re being watched.
  
  Two commonly used types of direct observation are:
  

  Type	Example
  User testing	Ask users to find something on the Internet/intranet and observe and record how they do it.
  Shadowing	Follow an employee around for a day and make note of the various ways he experiences and receives communication. For example, does he open e-mails or delete them without reading them? What does he look at in the cafeteria?

• Indirect observation – With this method of observation, participants do not know that they’re being observed. This method is a good choice if you aren’t sure what you are looking for or you’re interested in gaining further insight into a certain aspect of communication. It’s also a great way to start a research project.
  
  Two commonly used types of indirect observation are:
  

  Type	Example
  Field observation	Watch employees in the halls, cafeteria, elevator and anywhere else they might be exposed to communication within their environment. Pay close attention to the environment itself: Are bulletin boards hung at eye level? Are they in an area where employees can linger?
  Trace studies	Observe what employees leave behind. Count the number of displayed newsletters in the morning, afternoon and before the end of the workday. How many are picked up?