Why the Analysis Phase is Often Overlooked, but Necessary
Written by Brittany Yates
ADDIE is an instructional design model that can be used with a linear approach, or non-linear; depending on the course materials being developed and the requirements. The ADDIE model can also be an iterative process due to the feedback communication process. The purpose is to help guide you through designing a course. ADDIE stands for Analyze, Design, Develop, Implement, and Evaluate. Although each phase is important, arguably the Analysis phase is the most important. For more information on the ADDIE model, check out this article by one of our experts.
Understanding The Analysis Phase
Have you ever heard of the saying “If you fail to plan, you plan to fail?” It sounds cliché, but it’s true. Think about the analysis phase of the ADDIE model as a prelude to a plan that cannot be overlooked. Unfortunately, the analysis phase is being skipped over more and more. This phase is where problems are identified and where the facts are gathered about a project to help you define the approach moving forward. In a “real-world” setting we experience the analysis phase frequently. To help gain a better understanding, here are realistic examples of how gathering the facts correlate with the analysis phase.
DOCTORS
Doctors gather the facts first before diagnosing you. They ask clarifying questions about your current state of health as well as about your past and family history. They want to know your height, weight, vitals, symptoms, and any other concerns you might have. Before they even do any thorough examination, they gather all necessary information first to determine what their next steps should be.
Lawyers
Lawyers gather the facts first so they can get a better understanding of what your needs are, why you’re seeking their services, if you have proof (if applicable), before they take an extensive look into your case or send you a contract.
Employers
Employers gather the facts about a job seeker by reviewing their resume, applications, and LinkedIn profile before reaching out for a phone screen to gather additional facts before determining if it’s worth setting up a job interview.
Researchers
Researchers or theorists gather the facts to help determine how they’ll build their research on a particular phenomenon being studied of researched.
Dieting
Dieting requires gathering the facts to help you understand which diet works best for you, what food can you eat, how to develop a meal plan specifically for you.
Nothing in life can be done without an effective analysis process to help gather the facts!
ANALYSIS APPLIED TO TRAINING
Now, let’s put the analysis phase in the perspective of its intended use for training and learning development. The facts that are gathered during this phase includes what needs to be taught, who the target market is, the way the training will be delivered (online, in-person, hybrid), known barriers to learning, the seat time for the course, the project timeline for the course completion, etc.
Without gathering the facts and all pertinent information it’s difficult to develop a complete and comprehensive training product. For example, if a training is being developed and its intended target audience is leadership but during the analysis phase this information wasn’t uncovered; when moving to the design phase to draft a script and storyboard the content may not speak to leadership, rather entry level employees. This would cause rework, which means more time, money, and resources, or worse- a course that fails at effective retention and engagement.
Three Risks Companies Take When Skipping the Analysis Phase
“We’ve all heard it before in business transactions, “how can we cut costs?” Well believe it or not many companies cut the analysis phase from the ADDIE model and skip straight to the design and development phase.”
Aside from attempting to reduce costs, a company will typically avoid the analysis phase due to lack of understanding the importance, needing a quick turnaround, and assuming they already know what’s needed to create a successful course.
Risk #1: Zero substance course
A course with a great look and feel with no substance defeats the purpose of what the course was intended to do. The purpose of training is to educate and improve individuals’ level of awareness and expertise. The analysis phase is where the substance of a course is discussed, it’s where the subject matter experts are identified, where the target audience is identified, where the learner’s capabilities are identified, where the instructional designer gets a better understanding of what kind of material is being trained, who is needed to help develop the training, etc. Without these important pieces of information, it’s difficult to develop relevant and precise content with substance.
Risk #2: Losing time and money
When the analysis phase is skipped, a significant amount of rework needs to be completed. This means going back to the analysis phase to capture all the information and facts that were initially missed. As we all know, time is money, and in this case it’s no different. Scripts and storyboards may have to be completely rewritten, more time may be required with the Subject Matter Experts, and as a worst case scenario, mistakes may not be found until the final phases of courses launch. At this point the project needs to undergo a full redesign.
Risk #3: Incorrect evaluation
The evaluation phase is another major part of the ADDIE model and is often discussed in the analysis phase to determine how the learners should be evaluated when designing and developing the course. For instance, will knowledge checks be included, will there be a pre and post assessment, will managers be responsible for tracking employee performance after the course has been completed, and so on. When skipping the analysis phase is skipped its unclear how learners will be evaluated to determine if their knowledge base has increased, if they’re retaining the information, or if their on-the-job performance has improved.
The reality is, skipping the analysis phase is like planning a trip without a destination or setting goals without a plan.
Still not convinced that the analysis phase is 100% necessary?
Here is why it’s needed:
1. Business and course goals won’t be discussed.
2. Learning objectives won’t be clear and concise.
3. The course may omit critical information.
4. You will go over budget.
5. Team morale may decrease because the team won’t have a clear understanding of expectations.
As Cambridge dictionary mentions, “right first time.” It means “if something is done the first time, it’s perfectly done every time and no time and money is wasted correcting errors cause by doing it fast or without controlling quality.” That said, complete the ADDIE model right the first time, starting with the analysis phase.
How Can Windwalker help?
Windwalker has over 25+ years of experience helping our partners achieve their training and development objectives. Windwalker will help you “right first time” to help you avoid the risks of a zero-substance course, losing time and money, and an incorrect evaluation. We invite you to fill out our form to get started on your next training course.