As instructional designers, trainers, and learning professionals, our work isn’t just about delivering engaging courses or crafting compelling learning experiences, it’s about real-world application. After all, what’s the point of training if learners don’t actually use what they’ve learned on the job?
That’s where Level 3 of the Kirkpatrick Model—Behavior—comes into play. It’s the crucial step that measures whether participants have successfully applied their knowledge where it counts: in their actual work environment.
What Does Level 3 Evaluation Look Like?
Evaluating at Level 3 means looking at behavioral change, not just whether participants know something, but whether they do it when it matters. This goes beyond just collecting feedback forms or post-training surveys. Instead, we need proof of real performance change.
Kirkpatrick & Kirkpatrick (2016) emphasize that to be considered Level 3 data, behaviors must pass the “video test.” This means:
- The behaviors should be observable (something you could literally capture on camera).
- They should be measurable (you can track frequency and accuracy).
- They should be reinforced and supported through systems that ensure new skills are sustained.
To make sure these behaviors stick, we use “required drivers”—support and accountability systems that reinforce, monitor, and reward behavioral changes on the job. These include: ✔ Follow-up coaching
✔ On-the-job training and refreshers
✔ Work review checklists
✔ Peer mentorship and communities of practice
✔ Recognition and performance-based rewards
Without these reinforcements, even the best training program risks becoming a forgotten experience.
Why Behavior Evaluation Matters
Too often, training programs focus solely on design and delivery, but what happens after the training matters more than what happens during it. Kirkpatrick & Kirkpatrick (2016) suggest at least 25% more resources should go to post-training reinforcement rather than just pre-training preparation.
Think about it: A new hire might look great on paper, but that doesn’t mean they’re ready to perform without supervision. The same applies to training—knowledge alone isn’t enough. We need to ensure learners actually use their skills in the workplace.
How Do We Measure Level 3?
As someone with a sales training background, my instinct has always been to observe, model, and coach. But Level 3 evaluation requires more than just watching someone work—it requires intentional data collection. Here are some of the best ways to measure behavioral change:
✅ Direct Observation & Work-Review Checklists
Supervisors or mentors watch employees in action and track key behaviors like rapport-building, handling objections, or troubleshooting skills.
✔ Example: A structured Sales Call Evaluation Form assessing whether a rep follows key steps in client interactions.
✅ Performance Dashboards & CRM Metrics
Using real-time data to track whether behaviors are being applied.
✔ Example: A CRM dashboard that tracks number of client meetings scheduled, follow-ups completed, and conversion rates.
✅ Post-Training Interviews & Self-Monitoring
Follow-up conversations with managers and trainees to see if and how they are implementing their new skills.
✔ Example: A 30-60-90 day coaching check-in to assess real-world application.
✅ Communities of Practice & Peer Coaching
Ongoing peer-to-peer learning and mentorship ensures behavioral change is reinforced long after training ends.
✔ Example: Weekly roundtable discussions where employees share how they’ve applied new skills.
✅ Customer Feedback & Mystery Shopping
Real-world external validation that skills are translating into improved performance.
✔ Example: Using mystery shoppers to evaluate customer interactions.
The Pitfalls of Level 3 Evaluations
A great quote often attributed to Abraham Lincoln says, “Laws without enforcement are just good advice.” The same applies to training—if we don’t enforce and measure behavior change, all our training efforts are just “good advice.”
One of the biggest pitfalls in Level 3 evaluation? Over-reliance on surveys. Self-reported data is useful, but it’s not enough—it doesn’t pass the “video test” since trainees can easily exaggerate or manipulate their responses.
In the ArjoHuntleigh case study, performance reviews and sales-call evaluations provided stronger evidence than just surveys. But I’d love to see even more work-review checklists, peer support systems, and performance-based incentives.
Beyond Perception: Making Level 3 Data Actionable
We need more than just perceptual data—we need actionable, real-world measurements. Phillips (2010) recommends structured action plans with quantifiable outcomes, such as:
- Setting clear expectations for behavior change.
- Assigning monetary value to improvements in performance.
- Establishing follow-up mechanisms to track long-term results.
A good example? CRM dashboards tracking all Level 3 metrics: number of logged calls, customer responses, and successful deal closings. If we connect training outcomes to financial performance, stakeholders will take it seriously.
Final Thoughts: What Gets Measured, Gets Managed
If we want training to drive real impact, we need to prove it beyond the classroom. Level 3 evaluation isn’t just about seeing if people liked the training—it’s about making sure they use it. And when employees see the value of their new skills, performance naturally improves.
So let’s stop measuring just knowledge retention—let’s measure real-world action. Because, as they say in business: “Money talks and BS walks.”
References
- Kirkpatrick, J. D., & Kirkpatrick, W. K. (2016). Kirkpatrick’s Four Levels of Training Evaluation. Association for Talent Development.
- Phillips, P. P. (2010). The ASTD Handbook of Measuring and Evaluating Training. American Society for Training & Development.
- Phillips, J. J. & Phillips, P. P. (2003). Using Action Plans to Measure ROI: A Case Study. Performance Improvement Journal, 42(1), 22–31.
Would love to hear your thoughts—how do you measure behavioral change after training? What are some of the biggest challenges you’ve faced in Level 3 evaluation? Drop a comment below! ⬇️
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