Introduction: Don't limit yourself to testing just advertising and marketing communications. An often overlooked aspect of communication optimisation is the day-to-day contact you have with customers. From bills to letters explaining terms of service and even transactional emails. There is room for each to be improved.
Method: When testing a new communication, make sure you have uploaded the stimulus to be included within the survey first. This can either take the form of a screenshot or image, but the more legible the example provided the more accurate feedback you'll receive.
An Example of a Communications Test
When testing communications, it is important to ask for a balance of qualitative and quantitative feedback. Start by asking participants to rank the stimulus on a number of attributes. These attributes can include: relevance, clarity, quality of information and usefulness. Once participants have rated the communication, probe for further depth in each of the responses.
It is here that you'll find out why participants believe your stimulus to be unclear, or not useful. From these explanations, common themes should be picked to explore and test further. Iterations of the communication can be tested until an effective varient is found.
Benefit: Businesses often underestimate the value of their day-to-day communication with customers. But this is, for many, the main point of contact with the organisation and how perceptions are formed. By optimising everday communications, you are able to better connect with customers and improve retention rates.
Read how you can apply online surveys to product attribute testing to give your newest innovations the best chance at success.