Interaction Quality Index (IQI)

Turning your insights into measurable communication impact.

Our IQI metrics provide real-world assessment of audience understanding, trust and engagement of your messaging, content and campaigns.

IQI is the framework for assessing and improving communication effectiveness.

Organisations, NGOs, charities, and purpose-driven businesses spend significant resources on communication campaigns.

A large proportion of messages never land, land in the wrong place or at the wrong time.

Research shows that up to 40% of audiences fail to act because messages are unclear, inaccessible, or mistrusted. Factors such as literacy misalignment, digital exclusion, trust gaps, cultural irrelevance or insensitivity and poor comprehension create invisible barriers that reduce impact and waste funding.

IQI combines automated analysis and expert human review to provide actionable insights.

COMING OCT 2025

IQI focuses on real-world understanding, trust, engagement, and action

  • Is the message easy to understand? We use a suite of tools to study the effectiveness of each message, piece of content or campaign.

  • Is the communication credible and relevant to the audience? Is the spokesperson the best choice for getting the desired response from the audience?

  • Are people with disabilities, marginalised or digitally excluded groups able to access and act on the information they receive?

  • Are audiences paying attention, responding to, or ignoring the message?

  • Does the communication prompt the intended action and are audiences acting in the expected way? What do you need to do more of for best outcomes?

  •  Are lessons learned being incorporated into current and future communications, ensuring sustained improvement?

Scoring: Each campaign, channel, or message receives a weighted score out of 100, giving a clear benchmark and a roadmap for improvement.

Benefits of IQI

  • Identify and recover up to 40% of lost communication effectiveness by addressing comprehension, trust, and accessibility gaps.

  • Deliver communications campaigns that drive action and behaviour change, not impressions or other 'vanity metrics'.

  • Demonstrate accountability to boards, funders, regulators and shareholders.

  • Ensure the voice of the client/ patient/ customer is included in your campaign planning, delivery and measurement.

  • Benchmark against peers and continuously improve messaging, impact and outcomes.

  • Test localisation of messaging and review standardisation versus adaptation models against planned outcomes and gaps.

  • Support inclusive and responsible communication resulting in better programme outcomes.

Who is using the Interaction Quality Index?

NGOs and charities seeking to maximize the impact of their funding.

Purpose-driven businesses committed to responsible communications.

Communications teams looking to disrupt and engage in sustained two-way dialogue with audiences.

Public sector organistions aiming for effective engagement.

Donors and regulators auditing communication outcomes and looking to deliver value to taxpayers.