April 2008

Kirkpatrick’s Column
Evaluating reaction

Evaluating reaction is the same thing as measuring customer satisfaction. If training is going to be effective, it is important that trainees react favorably to it. Otherwise, they will not be motivated to learn. Also, they will tell others of their reactions, and decisions to reduce or eliminate the program may be based on what they say.

Some trainers call the forms that are used for the evaluation of reaction happiness sheets. Although they say this in a critical or even cynical way, they are correct. These forms really are happiness sheets. But they are not worthless. They help us to determine how effective the program is and learn how it can be improved.

“If we do not ask for reaction, we tell trainees that we know what they want and need and that we can judge the effectiveness of the program without getting feedback from them.”

Measuring reaction is important for several reasons. First, it gives us valuable feedback that helps us to evaluate the program as well as comments and suggestions for improving future programs. Second, it tells trainees that the trainers are there to help them do their job better and that they need feedback to determine how effective they are. If we do not ask for reaction, we tell trainees that we know what they want and need and that we can judge the effectiveness of the program without getting feedback from them. Third, reaction sheets can provide quantitative information that you can give to managers and others concerned about the program. Finally, reaction sheets can provide trainers with quantitative information that can be used to establish standards of performance for future programs.

Evaluating reaction is not only important but also easy to do and do effectively. Most trainers use reaction sheets. I have seen dozens of forms and various ways of using them. Some are effective, and some are not. Here are some guidelines that will help trainers to get maximum benefit from reaction sheets:

1. Determine what you want to find out.
2. Design a form that will quantify reactions.
3. Encourage written comments and suggestions.
4. Get 100 percent immediate response.
5. Get honest responses.
6. Develop acceptable standards.
7. Measure reactions against standards and take appropriate action.

Donald L. Kirkpatrick
From Chapter 4 of Evaluating Training Programs: The Four Levels (Third Edition), published in 2006 by Berrett-Koehler Publishers, Inc.