**6 min read**
Julian is a Non-Executive Director in Itad, one of the highest profile consulting companies in the UK. This year he is also President of the UK Evaluation Society, one of the most active and innovative associations in our field. His vast experience in many countries around the world is reflected in his own very thoughtful contributions to evaluation practice. I thoroughly enjoy interactions with him, and any opportunity to learn from his insights. His ten Top Tips reflect beautifully his many years of experience as independent evaluator and part of a large, very successful evaluation consultancy. We can all learn from these tips.
Others in this series will, I trust, give you useful technical tips on evaluation designs, methods, data collection and analytical techniques – the tools in the evaluator’s toolbox. Here, however, is a set of hard-won and generally practical lessons to using those tools effectively as an evaluation practitioner. I’ve fallen foul of all of them at one time or another. I hope they can help you avoid some of the bumps in the evaluation road.
Starting an evaluation
Top Tip 1. Really work with commissioners to understand why the evaluation is being commissioned. What is it for? Who is going to use it? How is it intended to be used? (If you work as a commissioner, ask yourself if these questions are clearly answered in the TORs!) This will help you shape the evaluation and make it useful. Terms of Reference for evaluations aren’t always clear, so use an inception phase to clarify these points with commissioners and stakeholders.
Top Tip 2. Evaluations have been characterised as speaking truth to power. That makes them seem like they convey an objective truth. However, evaluations always have political dimensions. Take time to understand the underlying reasons for the evaluation, and its use and users. You shouldn’t compromise impartiality, but in engaging with evaluation stakeholders, consider how your evaluation will ‘land’.
Managing an evaluation
Top Tip 3. A common theme in these tips is that evaluators need to pay attention to soft skills as well as hard, technical ones. A major aspect is relationship management, with commissioners, team members and other stakeholders. Recognise and use emotional intelligence in building and maintaining client relationships. Dedicate time to face-to-face interactions with clients and commissioners early in the evaluation. Building social capital at this stage pays dividend later (when the evaluation might get more tricky!).
Top Tip 4. Think through vary carefully how you will get from data to deliverables. This may seem obvious, but some steps often get overlooked or not given enough time. For example, in a team situation, what are the steps to get from individuals’ field notes to a synthesised report? Workplans often jump from data collection to reporting writing; a dedicated analysis step is needed. How much time do you budget for this?
Communicating an evaluation
Top Tip 5. Write a report people want to read!
Humans like narratives and stories. Think about structure. Reports that have chapters for Relevance, Efficiency, Effectiveness, Impact and Sustainability are often boring and repetitive. Consider more narrative-driven structures.
Humans don’t read. They skim. Even more so since we have started to read much of our material online. Construct a report for skimmers – use informative heading; use plenty of sub-headings; incorporate a lot of pertinent diagrams, charts, tables, infographics, etc; learn how to use pull quotes; and if possible, work with a designer to improve the look and skim-ability of your report.
Universities don’t teach you to write. At least not in a way that people want to read. By the time most people have laboured through Introduction, Background, Methodology, you’ve lost their interest and used up most of their available time. All these sections may be very interesting to you – you’ve worked hard on the methodology, and you’ve learnt so much about the evaluand that you want to write down. Evaluands are usually projects, policies or funding organisations – the people involved know the background of these; why waste precious report space telling them what they already know? OK, you need to confirm to them you have understood your subject, but don’t lead with this. Methodology is very interesting to a limited few. It might be a point of contention if your findings are controversial, but again, don’t lead with this. Unlike this paragraph – start with your conclusion. And write an executive summary from scratch, not cherry-picked, cut-and-pasted sections from the whole report.
Use pyramid writing. As well as structuring your report to bring the conclusion forwards, write so that the first sentence is the summary of the following paragraph. Likewise, the first paragraph summarises the section. Read about, practice and use pyramid writing to improve the efficiency of how readers engage with your reports. You may also find Barbara Minto’s ‘Mutually Exclusive, Collectively Exhaustive’ (MECE) approach to structuring information is helpful.
Don’t swallow a thesaurus. Keep your sentences short and simple. Use simple language. Evaluators and commissioners will usually have a university education and accordingly have a high reading level. However, busy people like simple writing – it’s just easier to comprehend quickly. Also, evaluations should be accessible to all stakeholders.
Top Tip 6. Actually, it isn’t about the report. I’ve over-emphasised reports. The chunky evaluation report has become a norm. But a range of possible evaluation products exists, and most are more accessible to users than a long report. Some agencies require a set of different products for different audiences. Consider using very short reports, Powerpoint slide decks, infographics, websites, etc. Also, consider and discuss with commissioners how social media such as blogs and twitter can be used before and during an evaluation to engage stakeholders, and afterwards to promote uptake and use of evidence and recommendations.
Top Tip 7. People don’t like surprises. Especially, evaluation commissioners and evaluands don’t like nasty surprises when you report your findings. Communicate regularly at all stages of your evaluation. Set-up opportunities to discuss emerging findings, and ideally, workshops at which you and your stakeholders can co-develop recommendations.
Being an evaluator
Top Tip 8. Read. A lot. Keep abreast of trends. A very specific example: as the UK public sector moves away from post-Thatcher New Public Management (NPM) and post-Blair Evidence Based Policy Making (EBPM), evaluators need to learn about evaluating complexity and evaluation in adaptive systems (for example, see CECAN and GLAM).
Top Tip 9. It will be tough. Being an evaluator is not easy. Develop strategies that help when you meet challenges. To over-simplify – any evaluation challenge essentially has only three possible solutions:
Yourself: build resilience and grit, be healthy, learn how to workplan realistically, pay attention to continuous professional development, and ultimately – get the work done (Having to ‘suck it up’ is stressful. Being clear on TORs and timeframes, managing your team, working with colleagues, and developing a good client relationship will all reduce this.)
Your network: allocate responsibilities and manage your team well, draw on support from colleagues, develop professional and personal support networks
Your client: build good client relationships from day one so that you have social capital to help negotiate deadlines and deliverables, communicate regularly
Top Tip 10. Join your local/national evaluation society. National evaluation societies, such as the UK Evaluation Society (UKES), or regional ones – for example, the European Evaluation Society (EES) and the African Evaluation Association (AfrEA) – are wonderful resources. They exist to promote evaluation as a practice and profession, and to support evaluators. They hold training events and conferences and publish important guidance, such as UKES’ Guidelines for Good Practice in Evaluation and Evaluation Capabilities Framework.