Determining the ROI of eLearning is a challenge faced by many organizations. However, using Kirkpatrick’s Model of Training Evaluation can help businesses measure the effectiveness and financial return of their online education programs. This model, established by Dr. Donald Kirkpatrick in the 1950s, offers a comprehensive framework for assessing training outcomes across four distinct levels: Reaction, Learning, Behavior, and Results.
At the first level, Reaction, organizations gather data on how learners felt about the training. This includes their level of engagement, the relevance of the material, and their perception of its value. Typically captured through surveys and feedback forms immediately after the training, this subjective reflection is essential but not sufficient to gauge ROI.
The second level moves beyond emotional response to measure what knowledge participants have actually acquired as a result of the eLearning course. Learning can be quantified through pre-and post-training assessments that determine the increase in knowledge or ability. Tests, simulations, and practical exercises help clarify whether educational objectives were achieved.
Behavioral change is analyzed at the third level of Kirkpatrick’s Model. Here, it’s crucial to track how effectively participants apply their new knowledge on the job over time. Methods such as observational assessments, peer reviews, and self-reporting are used several weeks or months after completing the course to assess behavioral changes.
Finally, at the fourth level, Results focus on the business impact of the eLearning program. This is often considered when calculating ROI and involves evaluating outcomes such as improved productivity, higher sales figures, cost savings due to fewer mistakes or increased efficiencies, reduced staff turnover rate, and overall better business practices. To ensure accurate measurement at this stage, it is important to establish benchmarks prior to training and compare them against post-training performance metrics.
To quantify ROI from an eLearning program using Kirkpatrick’s Model:
1. Begin with end goals in mind (Level 4). What are you hoping to achieve with your eLearning? Increase sales by 10%, reduce safety incidents by 20%?
2. Determine how behavior (Level 3) needs to change to accomplish these goals. What specific actions do team members need to take or stop taking?
3. Design assessments (Level 2) that accurately reflect these behaviors in a learning environment.
4. Collect data at each stage of training to inform each level—surveys for reactions (Level 1), quizzes for learning (Level 2), observational assessments for behavior (Level 3), business metrics for results (Level 4).
5. Calculate ROI by weighing these outcomes against the cost associated with developing and implementing the eLearning solution.
6. Use this analysis to make informed decisions about future eLearning initiatives.
Kirkpatrick’s Model offers a systematic approach for assessing training programs and determining eLearning ROI, but it also has limitations like its dependency on accurate data collection and difficulty in isolating effects solely attributed to training due to external variables affecting performance outputs. Despite this, it remains a valuable tool for justifying investments into eLearning and guiding strategic decision-making within organizational L&D initiatives.