Interact and Ragan Communications study measures an action-to-decision gap
1st article in the last 90 days, one of 2 articles referencing Packet Pushers Interactive. Previous coverage: Interact launches new brand identity and 2026 release with AI (May 2026).
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Interact and Ragan Communications released research focused on how internal communications measurement connects to employee outcomes. The study reported a gap between what communications teams want to influence and what their current data can support.
The research described an “action-to-decision gap,” measuring how far internal communications data links to employee actions and to the decisions that depend on proof. It said 62% of respondents viewed meaningful engagement as including employees taking a desired action, while 8% connected internal communications data to employee behaviors or actions.
The report said only 2% of respondents connected communications data to business outcomes such as productivity or retention, and 6% regularly used internal communications metrics to support budget, staffing, or technology investment decisions. It also reported measurement practices that relied on activity metrics such as opens, clicks, and pageviews, while 33% said they did not consistently use internal communications data at all.
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.” He added, “The next step is connecting what employees saw with what they understood, trusted and did next. That gives communications teams stronger evidence to bring into decisions about investment, change and the employee experience.” The organizations also surveyed up to 188 communications professionals between June 4 and June 30, 2026, and the report addressed a similar measurement gap around AI for organizations using it without measuring impact.
Press release, provided by Globe Newswire on behalf of Packet Pushers Interactive. Read the original.