Thinking more about measurement. Sometimes we believe that we just need an audience to know about something; they don’t need to do anything. Fair enough. But is this testable?
You can ask people if they know a piece of information following a communication campaign but the response to this question is always going to be subjective. One person may report they know about something if it rings a bell; someone else may say they don’t know certain information if they can’t remember all the relevant details.
There has to be something specific and tangible that people do which reflects back to you the reception of the message. It doesn’t need to be much, but having a call to action in mind for every message that’s put out can be useful – both for the communication and for measurement.
26 November 2009
Call to action
Thinking more about measurement. Sometimes we believe that we just need an audience to know about something; they don’t need to do anything. Fair enough. But is this testable?
You can ask people if they know a piece of information following a communication campaign but the response to this question is always going to be subjective. One person may report they know about something if it rings a bell; someone else may say they don’t know certain information if they can’t remember all the relevant details.
There has to be something specific and tangible that people do which reflects back to you the reception of the message. It doesn’t need to be much, but having a call to action in mind for every message that’s put out can be useful – both for the communication and for measurement.
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