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

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

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

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

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

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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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?

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

14. Thank you For any comments or questions: Richard Leclerc leclerc
Thank you For any comments or questions: Richard Leclerc