SECTION 5
Embedded Files
After testing -
Iterations & fine tuning of communications
The key question you should ask yourself is whether the test answered your research question or not
Once you have analysed your test results, the key question you should ask yourself is whether the test answered your research question or not. If the test answered your research question positively, e.g. your message brings out the desired results, then you can now roll out your message campaign. For instance, in the Busara AB test online campaign example, we found out that Message 1 (Each oil drop must count) had the highest number of clicks by the subscribers. We therefore suggested to the CSO to consider this message in their future online campaigns. Here, the test worked since it showed us which message leads to the most engagement in the online campaign.
At times, the test may not necessarily answer your research question, but could still give some important insights to improve your message campaign. In such a case, alterations may be needed on your message. Drawing back from the GBV example given under the Survey method test:
For example, you want to test the following tagline against gender-based violence in a campaign - “Speak out against gender-based violence”
From this tagline, you were interested to know whether this tagline motivates people to act in the right way (report gender-based violence when they see it). With this objective in mind, you developed the following survey question:
If most of your respondents chose options A or C, then either minor alterations or major alterations may be needed on your message.
Minor Alterations
Needed Scenario
This scenario highlights instances in which elements of your message campaign may be hard to understand or relate with by the audience. In such a case, minor edits to the message content such as using simpler words, contextual terms relevant to a specific demographic area or group among others may be used to enhance the content. In the example above, you may want to communicate a clear course of action that a person can take in the tagline. For instance, you may consider revising the tagline to “Speak out against gender based violence by calling 999”.
Major Alterations
Needed Scenario
Sometimes, the findings from the testing exercise may highlight major gaps in your message content. For example, your target audience may not relate with the content at all. In such a scenario, your project team will need to re-assess all the elements of the message campaign. For example, are you using the right language that a particular community understands? Are you using the right medium to disseminate the content (e.g fliers and posters to an audience that may be largely illiterate). Such findings may highlight the need to restructure the testing strategy especially when the content or target audience is changed. Such changes warrant additional testing to determine if the message campaign is effective within a particular context. In the GBV tagline example above, you may want to test a different tagline or change the method of testing, e.g. test through an FGD or IDI to capture in-depth information from those who might choose options A or C. Then use their recommendations to develop a better tagline.
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