An Overview: Phillips' Model for Learning Evaluation


When we originally published our Learning Evaluation eBook and blog series, we covered four learning evaluation models representing a range of approaches and perspectives: Kirkpatrick, Kaufman, Brinkerhoff, and Anderson. While there are many other learning models we’ve yet to cover, the one we’re asked about most often that’s not mentioned in our original series is Phillips' Learning Evaluation Model. Meet the fifth level of learning evaluation.

Showing the ROI of key programs on a budget

CLO Magazine

Budgets have been cut or are under scrutiny. At the same time, you don’t necessarily have the resources to devote to a comprehensive evaluation. For example, a guiding principle in the ROI Methodology states, “When planning a higher- level evaluation, the previous level of evaluation is not required to be comprehensive.” The audience for this level of evaluation is the sponsor or executives who are funding this program.

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Training Evaluation – 5 Best Ways to Evaluate Training Effectiveness and Impact


Training evaluation refers to an attempt to obtain relevant information on the effects of a training program. The primary objective of evaluating any training program is to develop an understanding of whether it has achieved its stated objectives. There are several types of training evaluation methods and tools available that enterprises can use to evaluate and significantly improve the outcome of future training as well. The Phillips ROI Model.

Evaluating Training Effectiveness and ROI


To evaluate the effectiveness of education and its practicability from the financial standpoint, it is necessary to calculate the expenses connected with creating and conducting the trainings, gauge the results achieved by the employees who have taken part in them, and decide whether the increase in the employees’ efficiency and company profits was sufficient to recoup the associated costs. The Donald Kirkpatrick’s Learning Evaluation Model consists of four levels: Level 1.

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Kirkpatrick’s Four Levels of Evaluation


It was while writing his thesis in 1952 that Donald Kirkpatrick became interested in evaluating training programs. In a series of articles published in 1959, he prescribed a four-stage model for evaluating training programs, but it was not until 1994, that he published “ Evaluating Training Programs: The Four Levels “ According to Kirkpatrick, evaluating training programs is necessary for the following reasons: 1.

Evaluating Training – Capturing the Benefits Aspect of ROI

Obsidian Learning

New post Evaluating Training – Capturing the Benefits Aspect of ROI on Obsidian Learning. Training evaluation is necessary and, in many ways, critical to the success of a business. And even if training evaluation is undertaken, it is usually at the easiest and lowest level: the measurement of student reactions through simple surveys or happy sheets. Determining the benefits of the training is more difficult, and involves knowing how the training program should be evaluated.

4 Critical Factors for Evaluating a Learning Company

Obsidian Learning

New post 4 Critical Factors for Evaluating a Learning Company on Obsidian Learning. With close to two decades’ experience in the learning industry, we have learned a thing or two about the critical factors that any business or learning decision maker should consider when evaluating existing learning vendor or selecting a new learning company. Key questions (to help you evaluate your existing learning vendor). Key questions (to help you evaluate your existing learning vendor).

Predicting Learning Success

CLO Magazine

Phillips is chairman and Patti P. Phillips is president and CEO of the ROI Institute. Part of the evaluation mix should be the predictions of success. We know from experience that programs are evaluated infrequently at level 3, less often at level 4 and rarely at level 5. Given tight budgets and scarce resources, this is a reasonable request. Measurement business impact business success evaluation Phillips ROI Methodology programming ROIJack J.

Commonly Used Training Evaluations Models: A Discussion with Dr. Will Thalheimer

Convergence Training

And that’s especially true when it comes to issues regarding learning evaluation. We were excited to be able to talk with Dr. Thalheimer about four common learning evaluation models, and we’ve got the recorded video for you below. If you prefer your learning evaluation information in written form, just scroll down for the transcript of our discussion. Many thank to Will for participating in this discussion on learning evaluation and for everything he does.

ROI Goes to School and Church

CLO Magazine

The Phillips ROI Methodology is a 10-step process organizations can use to show the value of programs and initiatives. Some school systems have evaluated a program offered to sixth and seventh graders called The Leader in Me , available through FranklinCovey® This program is designed to help students assume more accountability and responsibility and become better team members. Phillips, Ph.D., Phillips, Ph.D.,

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Three Challenges Faced by Today’s L&D Leaders

Your Training Edge

Rob Brinkerhoff, a professor at Western Michigan University and thought leader in the field, puts that number 80 to 85% (Phillips, 2016)! According to Training Magazine’s 2016 Training Industry Report, the average training budget at midsize companies is $1.4 With average annual budgets of $14.3 In a 2008-2009 study, Jack and Patti Phillips surveyed the CEOs of Fortune 500 and large, private-sector employers. Phillips, Jack & Phillips, Patti.

How do you measure how training creates value? – The 7 learning principles

Learning Wire

Let’s begin with the evaluation of learning. Why evaluating? Are there credible measurement methods to evaluate value creation? What should you say to a senior manager who sees cutting the training budget as a way to make significant savings? The Kirkpatrick/Phillips model shows us how and why to assess training outcomes. What should we evaluate? Evaluating value creation involves comparing the cost of an investment with what you get in return.

Timing is Everything Series: Part 6 Structured vs. On-Demand Learning

Infopro Learning

A central premise of the learning curve framework is that the training program is well-structured and planned out in advance: the program’s budget, timelines, content, personnel, and administration are all accounted for at the outset. Using a structured approach lets managers maintain control over the training program, evaluate its effectiveness, and budget for it.1 Sources: Phillips, J. Handbook of training evaluation and measurement methods.”

Measuring the Effectiveness of Your Training

Training Industry

Something must be done so that business leaders can find useful and pertinent information about the effectiveness of training programs, make better use of the training budget, and obtain the results they seek. Jack and Patti Phillips’ model of evaluation emphasizes the importance of tying evaluation to learning objectives. For evaluation to be truly effective, we must start with the end in mind. While valuable, reaction evaluation is not enough.

Do You Know Whether Your eLearning is Effective?


According to Jack Phillips, there are five ways to determine whether training is effective : Level 1: Were learners satisfied with what they learned? Presumably, if you were to go through the process of evaluating your eLearning course, using the steps above, you could make a good judgement about how effective your training was. Moreover, if you followed your instructional design process well, you built in time to do this evaluation from beginning to end.

Free L&D webinars for December 2020

Limestone Learning

The challenge is to decide which programs are evaluated at impact and ROI. ROI Institute’s Chairman, Jack Phillips, PhD, and CEO, Patti Phillips, PhD, are joined by Rebecca L. “ Ladybug, lucky charm, deco, New Year’s Eve ” by annca is licensed by Pixabay. How can it be December?

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Weighing the Options: Different Schools of Thought

CLO Magazine

The framework for learning evaluation and measurement embraced by most in the industry starts with Kirkpatrick. The framework for learning evaluation and measurement embraced by most in the industry starts with Kirkpatrick. The longtime University of Wisconsin at Madison professor wrote a series of articles in 1959 for the American Society for Training and Development that outlined what became known as the four levels of evaluation — reaction, learning, behavior and results.

Do You Have a CEO-Friendly Scorecard?

CLO Magazine

Phillips is the chairman, and Patti P. Phillips is president and CEO of the ROI Institute. 1 answer selected (by 78 percent) was: “I approve the budget with input from others.” This can be collected with every follow-up evaluation conducted. Next, you can push evaluation to level 5, an ROI study. As best practice, we suggest evaluating about 5 percent of programs at this level. Phillips is president and CEO of the ROI Institute. Jack J.

Feed the Gorilla

CLO Magazine

The price of oil is causing uncertainty and reducing budgets in oil producing countries. This is a good time to reflect on how executives see the learning and development budget. Learning needs more budget not less. If the program that you evaluate is not adding value, it is hard for you to make the argument that you would like to change it to make it better. We must change the ways we evaluate and report results. Phillips is the chairman, and Patti P.

The Essential Guide to Learning Analytics in the Age of Big Data

Lambda Solutions

How to use learning analytics for evaluation. Evaluating Learning Analytics and Measuring ROI. The Kirkpatrick Evaluation Model and the related Phillips’ Model (see the next chapter) were developed to evaluate the effectiveness of online learning based on the impact it has on your organization. Evaluating Learning Analytics and Measuring ROI. The Kirkpatrick Evaluation Model is the gold standard for assessing online training programs.

To Deliver Results Start with Why?

CLO Magazine

Demonstrating the business value for learning is not a matter of providing more resources for measurement, evaluation and analytics. Finally, for programs that are very expensive, important and strategic, the evaluation should be pushed to ROI (Level 5), usually in 5 percent of programs. The good news is these measurement targets can be achieved within most budgets. Top-executives who provide budgets need results for future funding decisions.

Should Loyalty Be the New Measure of Training ROI

Training Industry

Only 35 percent of the 199 talent development professionals the Association for Talent Development surveyed for its 2016 “Evaluating Learning: Getting to Measurements That Matter” report said their organizations evaluated the business results of learning programs to any extent. Jack and Patti Phillips of the ROI Institute argue that training organizations that don't have an extensive measurement and evaluation system are likely to see a reduction or elimination of their budget.

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The Inclusive Training Model for Training Retention

Training Industry

ROI experts Jack and Patti Phillips argue that this increased attention is a result of training sponsors who apply pressure on training professionals to focus on measurement and evaluation. In recent years, the topic of training retention has garnered greater attention.

ROI: Determine the Impact of Your Training Programs


Return on Investment is a popular financial metric for evaluating the financial consequences of investments. Executive teams evaluate training programs based on the costs and outcomes of your investments. Program budget allocations are determined by the business impact of those investments. Check out this interview with Jack Phillips of the ROI Institute. Calculating Return on Investment (ROI) is no easy feat for most any project.

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Conquer Your Fear of Results

CLO Magazine

We showed him how to evaluate a coaching project at the impact and ROI level. The intermediate client contracted with the external firm, and the ultimate client provides the budget. A comprehensive evaluation system uncovers why the results are not there, so adjustments can be made to deliver value in the future. Phillips is the chairman, and Patti P. Phillips is president and CEO of the ROI Institute.

Conquer Your Fear of Results

CLO Magazine

We showed him how to evaluate a coaching project at the impact and ROI level. The intermediate client contracted with the external firm, and the ultimate client provides the budget. A comprehensive evaluation system uncovers why the results are not there, so adjustments can be made to deliver value in the future. Phillips is the chairman, and Patti P. Phillips is president and CEO of the ROI Institute.

eLearning ROI Case Study: How To Maximize Your Returns

EI Design

This demonstrates how you can maximize the ROI by adopting our approach, based on Kirkpatrick’s model of training evaluation. While employees may not be interested in the training costs, the L&D teams need to justify the training budget spend and must be able to show demonstrable gains. Read More: Free eBook: Practical Approaches to Determine the ROI of eLearning – Using Kirkpatrick’s Model of Training Evaluation.

CFO, Friend or Foe?

CLO Magazine

In fact, the CFO usually has approval for the budget before the CEO approves it. One told us, “They already hate us because of the budget process, now they are going to hate us even more when they perceive us as measuring their performance.” Discuss the projects you want to evaluate. Phillips is the chairman and Patti P. Phillips is president and CEO of the ROI Institute.

Free L&D webinars for December 2019

Limestone Learning

While business measures may improve after a program’s implemented, unless evaluators take steps to isolate the effects of the project on that improvement, they’ve no credible claim to the improvement – leaving stakeholders to wonder, “What caused it?” In this session, Dr. Patti Phillips, CEO, ROI Institute, Inc., You’ll learn how to create effective application simulation-based training material including demos, practice opportunities and evaluations.

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Demonstrating Your Training Program’s Return on Investment

Learning Wire

Measuring ROI: Evaluation framework. Jack Phillips, Chairman of the ROI Institute, developed a five‐ level method that you can use for measuring the ROI of your digital learning course: Reaction and planned action: Measures participants’ opinions of and satisfaction with the learning program as well as their future plans. Each level of evaluation provides important data that you can use on its own to measure the efficacy of distance learning.

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Free L&D webinars for May 2018

Limestone Learning

How managers might use these competencies to write job descriptions, and as the basis of performance plans and evaluations. Even with the positive trends toward on-demand, blended learning programs, the bulk of learning budgets are still spent on instructor-led training. Doing a full evaluation takes time, money, and resources away from already busy schedules. Develop evaluation instrumentation. and the end game is not the evaluation, but the optimization of results.

What is stopping companies from measuring learning: Skillsets, datasets, toolsets or mindsets?


Are they simply another budget line item or overhead cost? Yet, L&D professionals continue to herald formal evaluation - Kirkpatrick and Phillips - as industry standards, essentially disregarding new tools at their disposal. . Is your company''s learning and development strategy wedged between a rock and hard place?

Free L&D webinars for October 2019

Limestone Learning

Join Patti Phillips, CEO of ROI Institute, and Katharine Aldana, Learning and Development Design Manager for Verizon, as they demonstrate how you can show the impact and ROI of your leadership development programs. Within budget. Today’s Chief Learning Officers (CLOs) need to balance many priorities and expectations, including linking training with performance, evaluating a multitude of learning technologies, and demonstrating a return on their organization’s learning investment.

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Free L&D webinars for March 2018

Limestone Learning

However, one consideration that people often overlook is the type of technology that an LMS uses, which is important to consider when evaluating whether an LMS will be able to provide the type of functionality you’ll need to meet your goals. Evaluate the results of a blended learning campaign. The critical metrics for linking sales enablement to desired business outcomes, and growing your budget over time.

Free L&D webinars for October 2018

Limestone Learning

Join Neha Gupta of True Office Learning, as she evaluates common e-learning capabilities for cognitive soundness, meaningful engagement, impactful efficacy, and measurable ROI. Phillips of the ROI Institute, as she describes: What ROI is and what it is not How to convert program benefits to money What to include in your fully-loaded program cost profile Tuesday, October 16, 2018, 9AM – 10AM PT: Harness the Power of Mobile Learning Join John Reddin of

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