Measuring What Counts: Practical Approaches to Social Norms Monitoring and Measurement

Social norms-shifting programs occupy a critical niche within the field of social and behavior change (SBC), addressing both individual agency and structural determinants to foster durable, transformative change. Despite increasing demand, evidence to support these programs remains limited, as highlighted in the recent global review by the Center on Gender Equity and Health at UC San Diego. A key barrier is that social norms measurement has lagged behind, making it difficult to assess whether normative change has occurred, how it diffuses, or which intervention components are most impactful. Many interventions are described as "norms-shifting," yet few directly measure normative change; impacts are often inferred rather than demonstrated. This workshop responds to this gap by examining what could constitute "minimum standards" for norms measurement in practice. Participants will review and compare common approaches-including single-item measures, scales, vignettes, participatory tools, and rapid qualitative methods-while considering methodological and utilization trade-offs. sThe session emphasizes that norms measurement need not be overly complex to be effective; what matters is generating timely, actionable data that informs program adaptation. This workshop could be part of a two-part series, paired with a companion session on design. Together, the sessions offer participants a holistic pathway for evidence-informed social norms programming, from intervention design through monitoring and adaptation.