You might already know what you want to measure, based on the outcomes you have mapped. However, it’s important to think about what you want to measure and how you will do this. What indicators will help you know if a change has occurred?

What is an indicator?

An indicator is information that allows us to measure whether you are achieving your desired outcomes. They show whether the outcome has happened or not. When you look at your Change Pathway, the outcome itself might not be what you measure but you might measure something that indicates that the change has taken place. Each outcome could have one or more indicators associated with it.

A good question to ask yourself when thinking about setting indicators is: what kind of ‘proof’ do you want to have before you can claim something has changed as a consequence of your activities?

Indicators can be measured in the short-term, medium-term or long-term, and you might also emerge with indicators for your impact.

Subjective and objective indicators

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).

Objective indicators represent facts - for example, income or visits to a museum.

Some examples include:

• Number of researchers who would recommend Europeana Pro to a colleague or friend (short - long term, quantitative)

• Number of times Europeana resources are referenced in published research since 2010 (long term, quantitative)

Subjective indicators represent opinions or perceptions - for example, enjoyment or quality of life. 

Such as:

• Researchers in the Europeana Research Community who report that access to Europeana enables them to complete high quality research (short and/or long term, qualitative)

• Pupils are more active or enthusiastic after working with an immersive heritage application (short term, qualitative)

Short quiz - test what you know about subjective and objective indicators

Are the following indicators objective or subjective?

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. 

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.

Next step

• Creating your indicators

• Creating your data collection plan