Research and reports
This is an interesting project as it is a professional practice review rather than a guide to measurement and evaluation. It's important because it puts current best practice, theories and guides into context. It looks at some broader theories around measurement and evaluation which have led to developments in the public relations and communications. It provides an essential reminder that if you think research, measurement and evaluation is just about metrics and numbers then you are wrong.
The report was written by Andrew Smith and Jon White and edited by Heather Yaxley.
Apologies to readers who aren't members of the Chartered Institute of Public Relations as it is a member only resource, which makes it a great example of why you should join! Disclaimer: Along with Andrew Smith (one of the authors) I deliver the CIPR's measurement and evaluation training course. When I was a CIPR director I also chaired its measurement and evaluation task force.
New research shows 72% of UK office workers surveyed want to work remotely. 44% want hybrid with some days in an office and some days at home, while 28% want full time at home. Just 25% want to be in an office full-time. I saw this as a news story a couple of weeks ago, but didn't share it as I couldn't find the original research. Thanks to Stephen Waddington sharing the original link I've now been able to read it all.
As employers work out ways to make permanent hybrid or full time remote working work I suspect the 25% will dwindle even more. At the moment people are expressing opinions based on their experience of working from home during a pandemic and being in lockdown for most of it. That's an entirely different experience to doing it in normal times.
Not unexpectedly the research shows working from home is least popular with younger office workers. I believe that's largely because society has been distorted over the last century by forcing people to move away from friends and family so they can be corralled into offices. Many of the perceived benefits of offices are artifical and exist only because offices exist. They all have alternatives. We can't immediately reset how society works. People and companies need to adapt and learn how to do remote working effectively.
Forward thinking employers such as Siemens, Spotify and HSBC are working hard think of innovative ways to make it work. There are also dinosaur employers and corporations like Goldman Sachs who don't have the courage or vision to imagine a better future and want to stick to the status quo. The list of failed companies who didn't adapt to changes in society and the economy is long. Those who fail to adapt to remote working will join them. There are lots of challenges to making remote working work, but one thing we have learnt is there are more benefits to it than anything offices can ever offer.
I mainly use the WeAreSocial and Hootsuite Digital report for global data that can be time-consuming to track down. The individual country editions, including the UK, have just been published. Interesting UK stats include 9.58 million home with smart home devices (e.g. Amazon Alexa) and that 78% of the population uses social media (defined broadly). The most used social media platforms are YouTube, Facebook, WhatsApp, Facebook Messenger, Instagram, Twitter, LinkedIn, Snapchat, Pinterest, TikTok, Skype, Reddit, Twitch, Tumblr, WeChat and Viber.
The link is to the PDF report of the UK data, which contains links to all the individual country reports from Abkhazia and Georgia (yes, both separately, which is an intriguing political statement) to Malaysia and Zimbabwe.