GRD 8500 ID 8500 STUDIO PRACTICE CLASS 2

GRD 8500 ID 8500 STUDIO PRACTICE CLASS 2 Asst. Professor Jeff Boortz Spring 2019

PUTTING YOUR CREATIVE SOLUTIONS TO THE TEST Designers are always looking for the most efficient and effective means of communicating. To find them they test their work with their target audience.

SURVEY

Target Audience Takes Your Survey Target Audience Experiences Your Campaign Target Audience Takes Your Survey

QUANTITATIVE TESTING 4 A: Quantitative Testing- Testing a statistically significant sample of your target audience through a poll, quiz, or questionnaire. It is vital to test your subjects before and after they experience your campaign creative using the same method.

10 TIPS FOR YOUR SURVEYS 1. Stick to Your Goal • Only ask questions that pertain to your goal or an objective that will help you achieve your goal. 2. Use the Right Survey Question Type • To get clean data you need to use the right question type. • Qualitative Questions are open-ended and are great for asking “why. ” Use these when exploring an issues. Use them sparingly as they are more challenging to answer. • Qualitative Questions measure different parameters. They are close-ended and easier for your takers to answer. They often appear as: • • • Radio Buttons Check Boxes Drop Down Menus • • Rating Scales Ranking Scales

10 TIPS FOR YOUR SURVEYS 3. Offer Exclusive Answer Options § How long have you been a foodie? § I’m not § Under 1 year § 1 -5 years § 5+ years 4. Be specific and direct § Do you use social media? (NO) § Do you have a facebook account? (YES)

10 TIPS FOR YOUR SURVEYS 5. Do use balanced scales § When asking a question with a scaled response, each point should hold the same amount of weight on either side of the midpoint, so a not to skew the data. 6. Don’t be fatiguing § Questions that are long, confusing, and tax the respondent’s memory are tiresome. 7. Don’t ask sensititve questions § Questions that ask personal information or details of a person’s personal life are tricky. If you must ask them include a response that lets them opt out. For example, “I prefer not to answer” so they don’t bail on the whole survey.

10 TIPS FOR YOUR SURVEYS 8. Don’t beg the question § Leading questions create biased results, that skew data. There is a big difference between “Could, ” “Should, ” and “Might. ” § For Example: “Folgers is a popular coffee brand. What brand of coffee do you drink? ” The phrasing of the question suggests that if they don’t drink folgers, they are unpopular. Avoid wording that introduces bias. Instead consider: “What brand of coffee do you drink?

10 TIPS FOR YOUR SURVEYS 8. Don’t use “Double Barrel” questions § Combining two questions into one confuses participants and imapacts data quality. For Example: How satisfied are you with our buffet food and drink selection? 9. Don’t force an answer § If you must answer a question make sure you have a comprehensive set of answers: For Example: What is your gender? § Male § Female § Transgender § Non-Binary § I prefer not to answer. 10. Test on your friends before your subjects.

FOCUS GROUP

QUALITATIVE TESTING 4 B: Qualitative Testing – Testing the impact on a smaller sample (7 -15) of your target audience of your campaign creative in a “Focus Group” setting, so that you can ask more in-depth questions before and after their experience yielding a more nuanced qualitative response to the campaign.

7 TIPS FOR YOUR FOCUS GROUPS 1. Write down your goals • Before you can start gathering participants, it is important to understand why you’re organizing the focus group. What are you hoping to find out? 2. Define your target audience • Only invite people that fall into your target audience. Demographics or Psychographics. 3. Find a venue • Easy to find for your participants is the most important. • Quiet space where you can work uninterrupted for as long as you need to • With power, and good lighting. 4. Recruit participants • Ideal size is 10 -15 participants. Invite at least 15 because 25% will be no-shows.

7 TIPS FOR YOUR FOCUS GROUPS 5. Design your questions § The purpose of a focus group is to stimulate a rich conversation, so make your questions open-ended with no preferred answer implied. Eg. What motivates your decision on where to stop for coffee? § Follow up each question with another that probes for details like “Why is that important to you? ” § Make sure you’re asking about only one thing at at time (as in surveys) § Eight to 10 questions max, as you’ll want to give everyone a chance to answer.

7 TIPS FOR YOUR FOCUS GROUPS 6. Moderate the group § Ideally, the focus group is conducted by a team consisting of a moderator and an assistant moderator. The moderator facilitates the discussion, while the assistant runs the video camera and takes notes. § After greeting each group participant and providing them with nametags, the moderator should begin by sharing information about the focus group including the goal of the event and how the information will be used. § Next, set the ground rules for the discussion, such as raising your hand before sharing a comment and pose an ice breaker question, such as “what did you have for breakfast today”, just to get people talking. § It is good moderator practice to paraphrase and summarise long, complex or ambiguous comments. It demonstrates active listening and clarifies the comment for everyone in the group. § At the end of the session, thank the participants for attending and hand out the incentive.

7 TIPS FOR YOUR FOCUS GROUPS 7. Analyze the results § Transcribe the answers recorded on the video, cutting out anything unnecessary and boiling down to the essential information. Enter the answers to each question into a spreadsheet and begin to analyse the data by organising the responses into categories. § 4 C: Findings Report – This report analyses the data you collected and draws conclusions from it regarding the effectiveness of your campaign in “moving the needle” of your target audience’s entrenched views.

YOUR REPORT 4 C: Findings Report – This report analyses the data you collected and draws conclusions from it regarding the effectiveness of your campaign in “moving the needle” of your target audience’s entrenched views. 4 D: Recommendations for Improving Effectiveness, Scaling and Broadening Impact – Based on the findings you report, make recommendations for altering your approach to improve its effectiveness and efficiency and scaling it to improve its reach and overall success.

GRD 8500 ID 8500 STUDIO PRACTICE CLASS 1 Asst. Professor Jeff Boortz Spring 2019