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Impact of Performance Measurement on Program Design

This presentation discusses the vital role of performance measurement in the design of outreach programs aimed at enhancing awareness and effective use of intellectual property (IP) among Canadian creators and innovators. It outlines the challenges faced while measuring performance, particularly in educational initiatives, and emphasizes the necessity of establishing baseline measures for effective target setting. Additionally, insights from a 2003 European Commission study highlight the importance of systematic performance measurement approaches in IP promotion and suggest collaborative practices for improvement.

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Impact of Performance Measurement on Program Design

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  1. Impact of Performance Measurement on Program Design WIPO’s Forum on IP and SMEs September 13, 2007 By Richard Leclerc

  2. « Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted. »Albert Einstein

  3. Agenda • Performance measurement basics • CIPO’s Outreach Program • Challenges • 2003 European Commission Study • Suggestions

  4. Performance Measurement Basics Behavioural Change Continuum & Results Awareness & Knowledge Attitudinal Change Behavioural Change Messaging & Information Output Results Outcome Results Impact Results Activities

  5. Performance Measurement Basics(cont’d) The Three Rs Expected Results Activity Project Program Reach Resources

  6. CIPO’s 5 Strategic Directions • Client Services • Outreach • IP Administrative Framework • International • Our People

  7. Outreach Objective • To ensure that a large proportion of Canadian creatorsand innovators understand IP and use it effectively toenhance their innovation capabilities and acquirecompetitive advantage in the marketplace

  8. Outreach Outcomes • Opportunities are maximized to share information aboutIP, build awareness, and leverage CIPO’s outreachcapabilities with other government departments • SMEseffectively use IP • Secondary and post-secondary graduatesunderstandthe basics of IP

  9. Performance Measurement Challenges • Very challenging for awareness and education initiatives (social marketing) • Tendency to measure output rather than impact • Target audiences often very broad • Need to have baseline measures in order to set targets

  10. Performance Measurement Challenges(cont’d) • Difficult to set targets until you have tried an approach at least once • Need to develop user-friendly reporting tools • Very few IP Offices seem to be doing thorough performance measurement for their awareness and education initiatives

  11. Baseline IP Awareness Survey • Survey conducted in January 2007 • Sample representing 900K SMEs • 35% familiar with patents, 39% with TM • 22% of Canadian SMEs actively engaged in R&D make use of free patent databases • 10% make use of commercial databases

  12. 2003 European Commission Study • « Few countries use a systematic approach to measure the effectiveness ofpromotional activities » • « National Patent Offices generally only use ‘soft’ indicators (e.g. number of workshopparticipants) and not ‘hard’/impact-related indicators » • Any progress since 2003?

  13. Suggestions for collaboration • Share practices regarding performance measurement • Harmonized measures between comparable IP Offices in order to allow for some benchmarking

  14. Thank youFor any comments or questions:Richard Leclercleclerc.richard@ic.gc.ca819-997-2086

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