A new report from Interact and Ragan Communications shows that many internal communication teams gather information but do not turn it into action. The survey results come from more than 200 internal communicators who took part between July and September 2025.
The study says 71% collect data such as page views and employee feedback surveys. Interact and Ragan Communications say 72% track page views and 72% gather feedback through surveys. But only 11% use what they collect to guide decisions. The report says 61% either gather data and do nothing with it or only collect it in a patchy way.
“Too many organisations are not delivering the results they want because their workforces are not aligned, informed, and productive,” said Simon Dance, CEO of Interact. “As our research with Ragan shows, many organisations are collecting data but don’t know how to act on it to drive results.”
Very few teams track results tied to business outcomes. Only 16% look at employee retention. The report says just 12% track the impact on business metrics. Internal communicators who answered the survey want better measurement so they can do more than count views. One respondent said they wanted better analytics such as tracking how people move around the intranet and where they are when they do so.
Some communicators said they feel stuck because they do not know how to turn numbers into improvement. Interact and Ragan Communications say this leaves a large amount of information sitting unused and keeps leaders in the dark about what workers need.
What Issues Are Workers Facing With Internal Communication Tools?
The report shows that many teams run too many tools at once. Interact and Ragan Communications say 54% do not have one main channel for internal messages. They often use a mix of intranet, email and other platforms. Only 15% said they felt very satisfied with the tools they have.
Confusion also exists over who controls these tools. The report says 29% have shared ownership, 23% say communications teams run the tools and 21% say IT does. 11% said HR is in charge. Some even said they do not know who owns the technology. The survey shows 56% want this to change and 30% want more control for communications teams.
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AI comes into play for many. Interact and Ragan Communications say two thirds are using or testing AI for writing content, personalising messages and searching knowledge. They also say 22% plan to try AI in future. But 11% do not want AI at all. The reasons include privacy worries, whether senior leaders approve spending and a lack of knowledge about how to bring AI into daily work.
One respondent said they would like one automated platform instead of jumping between tools. Another said they want messages tailored to location or job, rather than sending everything to everyone and hoping something lands.
How Well Are Businesses Reaching Workers Who Are Not At Desks?
The report says reaching workers who do not use computers at work is one of the hardest parts of communication. These staff include those who work on manufacturing floors, in hospitals or in catering. Interact and Ragan Communications say only 1% think they reach these workers very well.
34% said their methods are either not effective or very ineffective. Communicators said these workers often ignore messages. Others said they lack tools such as intranet access or mobile apps. One wrote that too many different apps slow down communication and leave workers unsure where to look.
Information overload adds to the struggle as the survey shows 67% of communicators said they must send too many updates into already crowded channels. One respondent said poor communication creates a risky chain of messages passed from person to person without a clear source.
Interact and Ragan Communications say these results show an urgent need to understand what frontline workers actually see each day. They say messages need to fit into daily routines and deliver the most important information without adding to the noise.
