Clone of The quest for measurable impact
In an age when data is the order of the day, there is a tendency to want to put everything into numbers. But social and environmental change cannot be simply summed up in numbers. Change is not a sum, but a layered process in which numbers tell only part of the story. It's about understanding how something changes and what factors combine to make the difference. Because impact rarely comes from a single action, but from the interaction of multiple factors.
The puzzle of change
Change rarely arises from a single cause. It is usually an interplay of factors such as policy, public opinion, economic incentives and technological innovations. All of these influences interlock, making it difficult to determine exactly what really made the difference. Yet it remains essential to understand how social change comes about so that it can be managed more effectively and responsible choices can be made. To better understand this process, an approach known as Theory of Change is often used.
Theory of Change
Theory of Change helps make change understandable. It starts with formulating an end goal: what do you want to achieve? Then you work backward to determine what intermediate steps, actions and conditions are needed to achieve that goal. In doing so, you examine what assumptions you are making and what influences are crucial to making the change possible. This creates a roadmap that provides insight into the interrelationship of factors and helps you learn from what works and what doesn't.
But Theory of Change is more than a model for naming outcomes. It is a method for unraveling the complexity of social change and understanding which efforts have the most impact. It allows you to gain insight into what actually matters so that you can better manage sustainable change.
Our way of looking at things
Although Theory of Change is a broad tool, we as an agency cannot map out the entire puzzle of causes and effects for all of our clients. Therefore, we focus on what we ourselves can influence: our own output and its effects. We distinguish three layers: output, outcome and impact.
- Output concerns the direct results of our activities, such as the development of an app, a digital platform or a campaign.
- Outcome is about the changes these outputs bring about, for example changes in behavior among people who use the tools.
- Impact is the broader, long-term change we seek, such as more social cohesion or less waste in a community.
By distinguishing these three layers, we can better understand how our efforts contribute to broader societal goals and where we are making a difference.
Want to know more about our insights?
Want to learn more about our insights or have other questions? We are ready to answer your questions.