Pretesting of materials

1. PRETESTING OF MATERIALS

2. • Definition of Pretesting
• Objectives of Pretesting
• Target Audience
• Materials for Pretesting
• Common Errors
• Methodology (FGD and IDI)
Topics of the Session

3. Pretesting is an exercise to
gather Audience Reaction on
the messages/ materials before
finalizing it to avoid costly error.
What is Pretest

4. Objectives of Pretesting
Pretesting is done to measure followings
1. Audience Attention (Attractiveness)
2. Comprehension (Clarity)
3. Acceptability (SocialReligion)
4. Believability
5. Personal Relevance
6. Other Suggestions

5. What does Pretesting Measure
Audience Attention
Does the message attract
audience attention and make him
participate?

6. Your drawing is
hopeless, mother
looks like a baby.
What does Pretesting Measure

7. What does Pretesting Measure
Comprehension
Does the audience understand the
message clearly?

8. What does Pretesting Measure
What do you think they
are doing.
They are gossiping…

9. What does Pretesting Measure
Acceptability
Is the message socially and
culturally accepted by the
audience?

10. What does Pretesting Measure

11. What does Pretesting Measure
Believability
Does the audience trust/believe
the message conveyed?

12. What does Pretesting Measure
They always say
these but
I know …….

13. What does Pretesting Measure
Personal Relevance
Is the message considered to be
personally relevant conveying a
benefit to the audience?

14. What does Pretesting Measure

15. What does Pretesting Measure
• Intended Audience
• Gatekeepers
 within the organization
 outside the organization
• Technical Experts

16. Materials for Pretest
• Concepts
• Script/storyline
• Print
• Radio/TV Spot
• Storyboard

17. Reasons for avoiding pretesting
• “We made it – it is beautiful!”
• “Our audience is just like me.”
• “What is pretesting ?”
• “Pretesting is too difficult.”

18. Common errors
• Explaining the message/material to the
respondent
(“This is what this means. Do you understand)
• Correcting the respondent
(“No, that’s not right. This actually means...”)
• Interviewer attitude and assumptions
(“Can’t you see what this is ?”)

19. • Not pretesting with the intended audience
• Not pretesting with the users of the
materials
• Not pretesting with gatekeepers
• Not using pretest results to revise materials
• Not pretesting at all
Common errors

20. • Focus Group Discussion (FGD)
• Individual interview (IDI)
Methodology

21. Focus Group Discussion

22. Focus group discussion
A Focus Group Discussion (FGD) is a
research technique designed to find out
How and why people think, feel and
behave the way they do.
The group discussion involves exploring
participants’ thoughts and feelings.

23. Conducting FGD
• Select accessible & comfortable location
• Have the group ready before you reach
• When you reach the location, introduce
yourself & explain your plan
• Brief ground rules & conduct FGD ensuring
everyone’s participation
• Pretest each message separately & take notes
• At the end, thank all the participants.

24. FGD in progress…..

25. Individual Interview

26. Conducting IDI
• When you reach your destination,
introduce yourself, and explain your plan
• Interview only one person at a time.
• If there are several messages, pretest
each one separately
• Take notes properly for future use
• Don’t forget to thank the person
interviewed

27. Pretesting is an investment,
not a cost !

28. Thanks to all