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The ‘Impact’ module delivers a Measure of Performance (MoP) assessment, whereby we establish if the target audience in question had the opportunity to see and/or engage with the intervention, programme or communications campaign.

In the case of the latter this will involve monitoring reach and frequency statistics for the print and broadcast media and/or the numbers of people that were exposed to, or engaged with, an activity such as a community event or attendance at a shura.   

Often this is complemented with secondary desk research such as analysis of media content – using traditional and social media sources– to assess messages and narratives that the target audience are likely to have been exposed to. This data is used to triangulate the findings of the primary research (see ‘ingage’ and ‘influence’ modules.