From Satisfaction to Impact: Evolving Evaluation Practices in Executive Education at the Ivey Academy

This paper presents a detailed account of The Ivey Academy's strategic shift from satisfaction-based metrics to a holistic impact evaluation approach in executive education. Recognizing the limitations of traditional satisfaction surveys, The Ivey Academy reimagined its evaluation practices, drawing inspiration from the Kirkpatrick Model. The modified framework emphasizes four levels of evaluation: satisfaction, learning, application, and impact, each with specific instruments for data collection such as surveys, interviews, and action plans. The paper outlines the practical steps of implementing this new model, including garnering stakeholder buy-in, survey design, and overcoming resistance to change. It also addresses the challenges encountered during the transition, such as navigating operational constraints and ensuring the reliability of new metrics. Results from the initial pilot with the QuantumShift program are discussed, highlighting the success in measuring high participant satisfaction, confidence in learning outcomes, and observable positive changes in workplace behaviour and strategies. The paper concludes with future directions for The Ivey Academy, focusing on refining the evaluation process, broadening the scope of impact measures, and exploring the potential for standardization and scalability of this approach across various programs. This evolution in evaluation practices illustrates The Ivey Academy's commitment to fostering substantive, real-world change through executive education, setting a precedent for other institutions to follow.