OSC employs a combination of qualitative and quantitative methods to monitor and evaluate both outputs and impacts. In addition to measuring final results, performance measurement assesses activities during implementation, allowing for campaign adjustment and fine-tuning to achieve the widest reach and maximum effectiveness.
OSC employs quantitative public opinion research to measure baseline, midline and exit data relevant to program objectives. Each survey is fielded according to a careful sampling methodology that is designed to capture statistically valid trends. These surveys, often national in scope, provide empirical measurements of increases or decreases in target audience awareness levels, attitudes, and perceptions.
OSC uses focus groups to pre-test the effectiveness of communication products and to assess the impact of ongoing project efforts. The discussions explore public perceptions and awareness of public information products and activities. Results of the focus groups are provided to clients and technical partners as a component of routine, monthly reporting procedures, and inform OSC's adaption to changing local conditions and opinions.
Media Monitoring and Content Analysis
Monitoring of public media allows OSC to track trends in reporting and to identify coverage related to specific public information activities such as press conferences, press releases, roundtables or controlled message texts. Monitoring of media coverage provides an objective basis for assessing the overall effectiveness of communications campaigns, message penetration, audience size and geographic area of coverage. OSC monitors a sample of local, national, and international media sources according to the needs of each project and provides quantifiable content analysis and reports in support of wider performance monitoring efforts.