The CRA Clarity Index®

CRA’s research into organizational clarity has revealed a positive and significant relationship between levels of organizational clarity and decision-making effectiveness. Organizations that make more effective decisions (better, quicker, less costly, yielding desired actions) outperform those who make ineffective decisions. Our research has also uncovered a positive and statistically meaningful relationship between levels of organizational clarity and engagement (i.e., commitment, effort, etc.). Engagement has been found to positively correlate with customer loyalty, TSR, operating margin, profitability, and EPS.


In 2017, CRA completed a foundational study to better understand organizational clarity. We developed this study under the assumption that greater clarity in organizations—from the top, across, and at the individual employee level—leads to better organizational outcomes. We sought to define clarity, assess its value, and develop a standard measurement approach that can serve as an indicator of communication effectiveness for senior leadership teams and as a diagnostic for Chief Communication Officers.

We gathered data from approximately 2,000 employees across 26 distinct work groups representing a range of sectors, including manufacturing, government agencies, membership organizations, and healthcare. Our analysis identified five distinct dimensions that comprise Organizational Clarity: Strategic Clarity, Cultural Clarity, Functional Clarity, Role Clarity, and Employee Value Proposition Clarity. We also developed a single metric, the Clarity Index®, that reflects clarity across these dimensions and represents the level of clarity across the organization.

We also found strong, positive relationships between 1) clarity and effective decision-making and 2) clarity and employee engagement. Organizations and teams with more clarity over who they are, why they exist, where they are going, and how they are going to get there, make better, faster decisions, have dramatically more engaged workforces, and execute more consistently than those where things are opaque.

Based on the analysis, we have refined the original research into a 20-question Organizational Clarity survey. It takes less than three minutes to complete, and we can administer the survey to either a sample or the entire population of employees. The Clarity Index® helps diagnose where things are and are not clear. The end result is a roadmap for improvement.

The Opportunity

With Series A of the research complete, CRA is opening Series B to 20 additional organizations in 2020. Series B will include the proven model and 20-item survey. The data gathered will be added to our normative database that will deliver meaningful benchmarks across Clarity Index® participants. The fee for involvement is $19,500 and participating organizations will:

  • Receive a dashboard-style report of Clarity Index® results, including the overall Index, a breakdown of Clarity Segments, and scores for each of the five dimensions.
  • Receive Clarity Index® comparisons on up to three demographic or firmographic sub-groups.
  • Have an advisory session with members of our Research and Strategic Communication practices to discuss implications and recommendations based upon results.
  • Receive lifetime discounted pricing on future administrations.

Individual company results will remain confidential. Participating companies will be added to the Clarity Index® database, but scores will never be publicly associated with individual organizations.

To Participate

Participation is simple. CRA will need a random sample of a minimum of 1,000 names, or for organizations with fewer than 1,000 employees, a census of the organization. We will also require an announcement email to employees to encourage participation, which our consultants will help author.

We are happy to answer any questions or help you secure your place in the 2020 study. If you would like to discuss this opportunity further, please contact Mike Kern, Managing Director of CRA’s Research Practice, at