The Evaluation Phase of ADDIE: Measuring What Matters

You’ve analyzed the need, designed the solution, developed the materials, and implemented the training. But how do you know if it worked? That’s where the Evaluation phase of ADDIE comes in.

Evaluation isn’t an afterthought. It’s the phase that validates whether your instructional design efforts actually made a difference. Without it, you’re left guessing: did learners understand the content? Did behavior change? Did the organization see results?

What Happens During Evaluation?

Evaluation is about measuring effectiveness and identifying opportunities for improvement. It happens on two levels:

1. Formative Evaluation

   1. Conducted throughout the ADDIE process. Examples: pilot testing a course, gathering SME feedback on draft modules, or checking learner reactions during rollout.

   2. Purpose: Catch problems early and refine training before full launch.

2. Summative Evaluation

   1. Conducted after training is fully implemented. Examples: measuring learner performance, surveying participants, analyzing business impact.

   2. Purpose: Assess overall success and determine return on investment (ROI).

Together, these evaluations ensure the training is not just completed, but effective.

Tools and Models for Evaluation

One of the most widely used frameworks is Kirkpatrick’s Four Levels of Evaluation:

1. Reaction – How did learners feel about the training?

2. Learning – Did they actually learn the material?

3. Behavior – Are they applying the knowledge or skills on the job?

4. Results – Did the training impact the organization?

Some organizations also extend this to Level 5: ROI (return on investment), which compares training benefits to its costs.

Sample Evaluation Questions

Here are some examples of questions you might ask learners and stakeholders at different levels:

Reaction (Level 1):

• How would you rate the overall quality of the training?

• Was the content relevant to your role?

• How likely are you to recommend this training to a colleague?

Learning (Level 2):

• What are three things you learned that you can apply on the job?

• After completing this course, how confident are you in your ability to perform the skill?

• Knowledge check quizzes or scenario-based assessments.

Behavior (Level 3):

• Have you applied what you learned in your daily work? Give an example.

• Has your manager noticed any change in how you perform tasks?

• What barriers prevent you from applying this new knowledge or skill?

Results (Level 4):

• Did customer satisfaction scores improve?

• Did errors or safety incidents decrease?

• Has productivity increased since the training?

ROI Basics for Training

Calculating ROI doesn’t have to be overwhelming. The simplest formula is:

ROI (%) = [(Training Benefits – Training Costs) ÷ Training Costs] × 100

Step 1: Determine Training CostsInclude:

• Development and design time

• Instructor or facilitator fees

• LMS or platform costs

• Materials and tools

• Learner time (salaries during training)

Step 2: Measure Training BenefitsLook for measurable outcomes, such as:

• Increased sales revenue

• Reduced errors or safety incidents

• Faster onboarding or reduced turnover

• Time saved by more efficient processes

Step 3: Do the MathExample:

• Training Costs = $20,000

• Benefits (e.g., fewer mistakes saving $50,000 annually) = $50,000

• ROI = [(50,000 – 20,000) ÷ 20,000] × 100 = 150%

That means for every $1 spent on training, the organization gained $1.50 in benefits.

The Evaluation phase completes the ADDIE cycle and transforms training from a one-time event into a continuous improvement process. By asking the right questions and connecting training outcomes to business results, you prove value and uncover opportunities to make future programs even better.

At its heart, evaluation answers two questions:

1. Did the training achieve its goals?

2. Was it worth the investment?