We have just been doing some ‘consumer testing’ with people who have managed funds. As ever, when you use a technique like this you learn more and more about how to do it well. This time it occurred to me that people react to information in almost the same way that they interact with people.
We use a hybrid method where we first collect data, and then conduct a qualitative interview so we are able to measure reactions but also gain qualitative insight.
It has never been so important for brands to write clearly and effectively to their customers, yet the techniques most research agencies use to test written communications have not kept up with the times.
Many clients still use focus groups, because that is how they have always tested advertising.
I love focus groups, but here are three reasons why we need to test written communications such as brochures, websites and correspondence individually, not in groups.