Section 2

Understanding Testing

What is testing?

Testing is a series of investigations that evaluate your assumptions on why something might or might not work. When testing for a campaign message we are trying to find out whether an audience will find your message understandable, believable and appealing.Testing helps you avoid situations such as this one:

You should test to see if your messaging and programming will perform as well as you think it will. As people who work in communications we are under pressure to create ideas that will resonate with our audiences and change how they think.

Testing lets us know whether the idea we pick works before we roll it out.”

YOU CAN TEST CAMPAIGNS FOR

Comprehension

Will your intended audience understand the message relayed?

Attractiveness

Does the message capture their attention?

Acceptance

Is there anything about the message that is offensive or inappropriate? Is this the right message for the audience?

YOU CAN TEST CAMPAIGNS FOR

Believability

Is the message believable and realistic to them?

Relevance

Is the message related to the issues faced by them?

Improvement

Is there anything that needs to be done to improve the message? What are the specific suggestions from your audience?