Accountability
Report to audiences and partners on observed effects, resources used and the study’s limitations.
TRACE
Measuring what stories change
TRACE examines the effects of content in relation to the intended change. The choice of measures depends on the audiences, the questions asked and the knowledge already available.
Three purposes of measurement
Learning
Understand what works, identify unexpected effects and guide decisions for subsequent content.
Scientific contribution
Document methods and results to add to knowledge about the relationships between stories and behaviours.
What does TRACE measure?
Depending on the Theory of Change, a study may examine observable behaviours or their determinants: knowledge, attitudes, perceived norms, self-efficacy and intentions. Each indicator must match the change being studied.
Three types of measurement
Direct observation
Observe a behaviour in a defined situation. This requires access to the field and an explicit observation framework.
Recorded action
Study a recorded action, such as a journey or participation. The quality of the recording process and the meaning of the record must be checked.
Self-report
Use questionnaires to collect what a person thinks, feels or reports having done. Validated scales and analysis of biases strengthen measurement quality.
Establishing a causal effect through a randomised trial
In a randomised controlled trial (RCT), participants are randomly assigned to a group exposed to the content or a comparison group. Comparing their results allows an estimate of the causal effect of exposure on individual behaviour.