ADDIE: Evaluation towards improvement
The Evaluation phase of the ADDIE design method is of fundamental importance when it comes to video production. This is because it allows us to determine the effectiveness of the video that has been designed using the ADDIE method in achieving its intended purpose, as well as identifying areas for improvement.
Evaluate, iterate, assimilate
When we reach this phase of the video production journey, we assess whether the results of the video meet our clients’ goals, where shortfalls and opportunities are, and how our audience wants to receive the training.
We gather feedback from the target audience, which can be used to make future video productions even more effective.
Three examples of how the Evaluation phase is crucial when it comes to safety video production.
Measuring learning outcomes. Safety videos are often used to educate and train employees on specific safety procedures and protocols. The Evaluation phase is crucial in measuring the effectiveness of the video in achieving these learning outcomes.
This can include pre- and post-tests, surveys, and other assessment tools to measure changes in knowledge, attitude, and behavior.
For example, in a study by (Tella, Ayeni, and Popoola, 2014) found that the use of video-based instruction in the oil and gas industry led to improved knowledge retention and understanding of safety procedures.
Gathering feedback from the target audience. The Evaluation phase includes gathering feedback from the target audience on their experiences of watching the video. This can include surveys, interviews, and focus groups to gather information on the video’s strengths and weaknesses, and areas for improvement.
Assessing video usage. The Evaluation phase includes assessing the usage of the video, such as tracking the number of views, engagement levels, and retention rates. This can help to identify how well the video is being received by the target audience and whether it is meeting its intended purpose.
In a study by (Gagné, 1985) it was found that the evaluation of video usage can help to identify the areas where the video is falling short and where improvements can be made.
Two success stories in the oil and gas sector that have used safety videos
ConocoPhillips, an American multinational energy corporation, developed a safety video that focuses on educating and training employees on the proper use of fall protection equipment. After the video’s implementation, the company saw a significant reduction in fall-related incidents (ConocoPhillips, 2018)
ExxonMobil, an American multinational oil and gas corporation, developed a series of safety videos that focus on educating and training employees on specific safety procedures and protocols. After the video’s implementation, the company saw a significant reduction in safety incidents and improvements in employee safety knowledge and behaviour (ExxonMobil, 2016)
Evaluate towards future growth
The Evaluation phase is crucial in safety video production as it allows us together with our client, to determine the effectiveness of the video in achieving its intended purpose and to identify areas for improvement.
Through the use of measuring learning outcomes, gathering feedback from the target audience, and assessing video usage, the Evaluation phase helps to ensure that the safety video is effective in communicating the safety message to the target audience, and helping to improve safety in the workplace.
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