Impact of Performance Measurement on Program Design WIPO’s Forum on IP and SMEs September 13, 2007 By Richard Leclerc

« Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted. » Albert Einstein

Agenda Performance measurement basics CIPO’s Outreach Program Challenges 2003 European Commission Study Suggestions

Performance Measurement Basics Behavioural Change Continuum & Results Awareness & Knowledge Attitudinal Change Behavioural Change Messaging & Information Output Results Outcome Results Impact Results Activities

Performance Measurement Basics (cont’d) The Three Rs Expected Results Activity Project Program Reach Resources

CIPO’s 5 Strategic Directions Client Services Outreach IP Administrative Framework International Our People

Outreach Objective To ensure that a large proportion of Canadian creators and innovators understand IP and use it effectively to enhance their innovation capabilities and acquire competitive advantage in the marketplace

Outreach Outcomes Opportunities are maximized to share information about IP, build awareness, and leverage CIPO’s outreach capabilities with other government departments SMEs effectively use IP Secondary and post-secondary graduates understand the basics of IP

Performance Measurement Challenges Very challenging for awareness and education initiatives (social marketing) Tendency to measure output rather than impact Target audiences often very broad Need to have baseline measures in order to set targets

Performance Measurement Challenges (cont’d) Difficult to set targets until you have tried an approach at least once Need to develop user-friendly reporting tools Very few IP Offices seem to be doing thorough performance measurement for their awareness and education initiatives

Baseline IP Awareness Survey Survey conducted in January 2007 Sample representing 900K SMEs 35% familiar with patents, 39% with TM 22% of Canadian SMEs actively engaged in R&D make use of free patent databases 10% make use of commercial databases

2003 European Commission Study « Few countries use a systematic approach to measure the effectiveness of promotional activities » « National Patent Offices generally only use ‘soft’ indicators (e.g. number of workshop participants) and not ‘hard’/impact-related indicators » Any progress since 2003?

Suggestions for collaboration Share practices regarding performance measurement Harmonized measures between comparable IP Offices in order to allow for some benchmarking

Thank you For any comments or questions: Richard Leclerc leclerc Thank you For any comments or questions: Richard Leclerc leclerc.richard@ic.gc.ca 819-997-2086