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Intended Learning outcomesThis page is designed to help you:
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There are two types of indicators. Ideally, you will achieve a balance of objective and subjective indicators. For example, a museum has more visitors to its digital site (objective) but visitors don’t feel that they connect personally to the theme (subjective).
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Tip It can be tempting to focus on data that are convenient and easily available rather than on what tells the most important story. Avoid letting convenience determine what you measure. |
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Short quiz - test what you know about subjective and objective indicators
Are the following indicators objective or subjective?
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Subjective.The result could be interpreted differently as it is not a clear ‘fact’. |
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Objective.This is data that we can gather through analytics and that needs no interpretation. |
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Objective.This is data that we can gather through analytics and that needs no interpretation. |
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Subjective.The definition of ‘up to date’ is subjective, and so too is the decision of what should be in a national strategy. |
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Subjective.This is reported on subjectively, even if it can be collected in a quantitative way. |
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Learn from existing indicators
There may not be one gold list of indicators for us to use, but this doesn’t mean you have to reinvent the wheel. Standard indicators are commonly developed and used in cultural research and in other sectors, as well as in global cross-sector strategic initiatives such as the UN’s Sustainable Development Goals. Some may not be directly relevant for your work but it’s good practice to see if the data you collect can be comparable or benefit from following others' practices.
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Tip
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You might also want to look at literature, case studies, or similar work that other organisations similar to yours have done. This will help you to further focus on what still needs to be measured.
Take a look at examples of commonly-used indicators used in the cultural sector for inspiration
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