Evaluating a Product Based on Kirkpatrick’s Training Evaluation Model

From http://www.kirkpatrickpartners.com/OurPhilosophy/TheKirkpatrickModel 
The Kirkpatrick Model
Level 1: Reaction
To what degree participants react favorably to the training

Level 2: Learning
To what degree participants acquire the intended knowledge, skills, attitudes, confidence and commitment based on their participation in a training event
Level 3: Behavior
To what degree participants apply what they learned during training when they are back on the job
Level 4: Results
                    training event and subsequent reinforcement
To what degree targeted outcomes occur as a result of the     
This model is not meant for evaluating anything other than education/training. I could see how a product could include the four levels. I’ll write an example of how I see that it could be implemented, but would also love to see how you thought they could be implemented. 

I will use soda pop as my example:

  1. Reaction – Participants react favorably/not to a new line from an extremely popular brand of pop. The company hires an evaluator to record this reaction in market research through brand representatives. They also do a program where participants in public places are encouraged to compare the two most popular (but similar) brands of pop to the new line. Some participants can not tell the difference, some like it better, and some accidentally choose the wrong one in a blind taste test. During all of these marketing gimmicks information is recorded, branding material is distributed, and a script is given to the brand representatives to encourage new customers to buy the product.
  2. Learning – Part of the script brand representatives are given include nutritional facts. The script encourages brand representatives to emphasize that the new product has 1g of sugar which is 20-30g less than their competitors. The new soda also includes a serving of broccoli, tastes like the classic and very popular version of the pop, and is 5g less carbs than leading competitors. While prospective customers (stakeholders) are tasting the new pop they are learning this information. In cases the company asks them questions after to see what they retain.

    Later they have a contest online to see who knows some of these facts (which also spreads the information) and this helps them evaluate how much information their new fan base knows. The company then hires a social media strategist who sets up a reputation management plan to evaluate feedback form the event, engage with consumers, and tracks an algorithm of sentiment. The sentiment algorithm is run by multiple tools that she adds to her report to show how happy consumers are, how much they are talking about the product, and what the main words are they are discussed when the product is mentioned.

    Before the events, the company hired a search engine optimization specialist to optimize their content. This person works closely with copywriters and tracks keywords relevant to the brand. They are asked to track and report on fluctuation in trends, pages, popularity, behavioral flows, and keywords used on the site and to get to the site or social media.

    Using this information the company tracks participants knowledge related to the new product, attitude, confidence in the brand, and commitment to the brand.

  3. Behavior – Social media, SEO, and ROI can be used to track behavior and what people talk about after they learn about the brand.
  4. Results – I talked a lot about results in 1/2 the results of what is tracked in those categories would go here.
                

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