Jensen, E. A. (2015). Highlighting the value of impact evaluation: Enhancing informal science learning and public engagement theory and practice. JCOM: Journal of Science Communication, 14 (3): Y05. DOI: 10.22323/2.14030405
King et al. [2015] argue that ‘emphasis on impact is obfuscating the valuable role of evaluation’ in informal science learning and public engagement (p. 1). The article touches on a number of important issues pertaining to the role of evaluation, informal learning, science communication and public engagement practice. In this critical response essay, I highlight the article’s tendency to construct a straw man version of ‘impact evaluation’ that is impossible to achieve, while exaggerating the value of simple forms of feedback-based evaluation exemplified in the article. I also identify a problematic tendency, evident in the article, to view the role of ‘impact evaluation’ in advocacy terms rather than as a means of improving practice. I go through the evaluation example presented in the article to highlight alternative, impact-oriented evaluation strategies, which would have addressed the targeted outcomes more appropriately than the methods used by King et al. [2015]. I conclude that impact evaluation can be much more widely deployed to deliver essential practical insights for informal learning and public engagement practitioners.
