Introduction
Better understanding and measuring progress is an important part of strengthening narrative change strategies. This brief by ORS Impact offers insights into some of the questions facing practitioners, funders, and others interested in measuring this kind of work.
Narrative change is an approach with great potential for seeding transformative, durable social change. It is precisely because of this potential that understanding how to measure narrative change is important: it’s not enough to implement your strategy and then hope for the best.
That said, the complex, long-term nature of this kind of work makes measurement a challenge. Among those doing narrative change, there is a desire to better understand what works, how, and with who—and these are not straightforward questions.
→ How do you articulate the progress and value of the work you’re doing in the short term, when its full effects aren’t likely to be seen for some time?
→ What signals can you look for to indicate you’re moving the needle in the right direction?
→ And how do you understand the reach and impact of your work when it’s happening in a dynamic system, and there’s so much that lies beyond any one organization’s control?
These are important questions for practitioners of narrative change, and they also have implications for those who fund it, particularly when it comes to setting realistic expectations around what narrative change looks like and what it takes in terms of time and resources.
Topics
This brief aims to provide insights into these questions, offering guidance for individuals and organizations—whether practitioners or funders—who are interested in measuring their narrative change efforts. It includes:
- Foundations for Measurement and Learning
Considerations and reflections for laying the groundwork for measurement. - Developing and Driving Narratives
Guiding questions for better understanding your process, or how you’re going about your strategy. - Outcomes and Indicators
Example outcomes and indicators for narrative change work, both short- and long-term. - Tracking and Responding to Changes in Context
Approaches for sensing the system around you.
Please note: This brief focuses on measurement and is not intended as a how-to guide for narrative change. For those looking for this kind of guidance, the appendix includes some links to resources developed by other organizations with experience and expertise in this area.
Contents
4 Introduction
6 What is narrative change?
8 Building the Foundations for Measurement and Learning
9 What levels of narrative are most relevant to your work?
11 How will your narrative function?
13 What elements of narrative are you trying to change?
15 Who are you targeting with your work?
16 Reflecting on Process: Developing and Driving Narratives
17 Developing narratives
19 Driving Narratives
21 Narrative Change: Outcomes and Indicators
22 Outcome Areas for Narrative Change
24 Identifying Outcomes: Changes to Look for in the Short- and Longer-term
29 Sensing the System: Approaches for Tracking and Responding
to Changes in Context
30 How do you sense the system to adapt and learn as you go?
34 Additional Considerations for Measurement
34 What role are you playing in advancing narrative change?
35 What do you expect progress to look like?
36 Concluding Thoughts
37 Appendix 1
37 Narrative Change Planning and Strategy Tools
39 Appendix 2
39 Tools and Resources for Measuring Narrative Change Outcomes
Access Full Resource
Measuring Narrative Change: Understanding Progress and Navigating Complexity
Watch Webinar
Watch the related Webinar on Measuring Narrative Change: Ideas, Opportunities and Implications by the field. This webinar was hosted by ORS Impact in 2021 and highlights the findings of the resource, Measuring Narrative Change.
Explore Further
- Measuring Narrative Change: Moving From Theory to Practice
- How to Measure Narrative Change
- Conditions to Flourish: Understanding the Ecosystem for Narrative Power
- Narrative Change Components: Stories, Narratives, Mindsets, Paradigms, and Culture as Part of Cultural and Systems Change
- Narrative Change: A review of Concepts, Frameworks, and Approaches
- What Makes Narrative Change So Hard?
- Funding Narrative Change, Power and Systems
- How to Change the Narrative / Story: Guides, Worksheets and Templates
- Narrative Change: Start Here
- Changing Our Narrative about Narrative: The Infrastructure Required for Building Narrative Power
- How do you Measure the Impact of Activism and Advocacy Work?