Interact and Ragan Communications Quantify Action-to-Decision Gap in Internal Communications Measurement
2nd article in the last 90 days, one of 3 articles referencing Packet Pushers Interactive. Previous coverage: Interact and Ragan Communications study measures an action-to-decision gap (Sep 2026).
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Interact and Ragan Communications published research that quantifies a gap between internal communications outcomes teams aim to influence and the outcomes their data can prove. The study frames the issue as an “action-to-decision gap” and links measurement limits to how leaders decide on investment and staffing for internal communications.
Respondents reported that 62% of communicators consider meaningful engagement to include employee action. In the same survey results, only 8% said they connected internal communications data to employee behaviours or actions. The research also reported that 79% said a clearer connection to business outcomes would make senior leaders more likely to invest.
The report said that organizations were still relying on measurement approaches that it described as insufficient for proving business impact. It reported that 9% said their organization had a strong measurement system for proving business impact, and 6% said they regularly used internal communications metrics to support budget, staffing, or technology investment decisions. It also described a related measurement challenge for AI, with 49% saying their organization used AI but did not measure its impact.
Interact and Ragan Communications surveyed up to 188 communications professionals between June 4 and June 30, 2026, with response bases varying by question. Simon Dance, CEO of Interact, said, “Open and click rates still have their place, but they can’t tell us whether communication actually changed anything.” Allison Carter, editorial director, Ragan Communications, said, “Communicators know their work matters, but sometimes it takes a little extra work to help leadership see its impacts on retention, morale, change management and more.” The report’s findings were presented in “From Engagement to Impact: The New Employee Experience Mandate.”
Press release, provided by Globe Newswire on behalf of Packet Pushers Interactive. Read the original.