Know-How Exchange : Research/Metrics

Lumière

I would support Sharon's excellent response above but suggest another issue you may face with webinar type events is "no-shows".

A recent KHE thread asked about this exact problem (here's the link: https://www.marketingprofs.com/ea/qst_question.asp?qstID=3438 ) and you may also gain some value from those replies.

Does Jakob Neilsen https://www.useit.com have anything to say on the subject?

I suspect the technology is still a bit new for studies of the type you are looking for. Come to think of it, the last statistics I heard of were those ones that said you learn:

10% from what you Hear
30% from what you See
50% from what you Say
70% from what you Do

But I have never seen any formal attribution of that quote, other than "a national study" which makes me wonder about its authenticity.

I suppose the major problem you face is that you are looking for a fast response and it's likely you need to do some research yourself which, of necessity, will have to be over time in order to be supportable by proper measurement data.

If the 10%... etc. quote above is accepted as a basis point or starting assumption, it could be argued you cannot ensure web participants actually Say/Do...

So perhaps the learning levels available in face-to-face learning situations are easier to move into the higher retention categories because you can involve students in saying/doing through workshops and breakout groups...

Which you can suggest, but cannot enforce, via the web.

Hope this helps somewhat, good luck!

ChrisB

I've done some work in the distance learning industry, and they make a very strong case for the advantages [of distance learning] versus in-person learning. What I've concluded is that the critical factor in deciding between the two is the fit between the customer and the offering.

Some subjects naturally lend themselves to one or the other, based on the way the customers view the information and the learning process. It's about THEIR PERCEPTIONS, not about what you're selling.

A good example of a company that has captured a niche audience with distance learning is Communication Fitness (www.comfit.com). They've taken what used to be a high-touch industry (communications training) and made it better with technology and a distance-learning approach. It's better because people are more likely to acknowledge their need when they're dealing with an "impersonal computer" than with a human who might be too judgmental; or with a self-paced approach rather than a rigid course agenda and timetable; with a program that's tailored to their specific needs rather than a one-size-fits-all approach; etc.

You need to understand what's going on in the minds of your target audience, how they view your offering/industry, what they are seeking, what they value, what they like/dislike about current offerings, etc. Only then will you be in a position to make a case for one approach or the other.