Most companies relying on anecdotal evidence

New research has found that most businesses are missing a trick when it comes to understanding how their internal communication programmes are performing in the workplace. Rather than using accredited systems or processes, the majority still rely on the unscientific approach of simply asking staff what they think.

The survey from the Massey College of Business asked 100 businesses how they measured the effectiveness of their own communication practices. While 89% agreed measurement was important, the most widespread method was the collection of anecdotal evidence - including chatting over a coffee.

There was a willingness to improve on these methods but lack of time, lack of budget and lack of  management support were seen as significant barriers. “These barriers reflect the findings of similar international surveys,” said report co-author Kate McDavitt. “What they don’t tell us is why these barriers persist.”