7.4: Analyze and Make Changes

Printer-friendly versionPrinter-friendly versionPDF DownloadPDF Download

Pretest analysis ensures that at least 80% of the target audience finds the material understandable, acceptable, and appropriate and are inspired by the material or activity.  This analysis examines five areas.  It is used to identify material and activity weaknesses in each area, and to provide recommendations for fixing each material and activity before the next round of pretests and before finalization.  These five areas comprise:
1.    Attractiveness: Is the piece interesting?
2.    Comprehension: Is it understood? Is it subject to misinterpretation?
3.    Acceptability: Is it compatible with cultural norms?
4.    Identification: Does the target audience feel the messages are directed at them?
5.    Motivation: Do the key promise and message convince the target audience? 

  • Read Key Information 7.6: Objective of the Pretest:

The objective of the pretest is to ensure that at least 80% of the target audience find the material understandable, acceptable and appropriate and are inspired by the material or activity:

  • Illustration/Image – What did the participant see?  What did they think of what they saw?
  • Text – How did the participant summarize the message?  What did they think?
  • Changes – What changes did the participant suggest?
  • Key Promise – Did the key promise come through clearly?  What did the participant think?

Analysis of pretest results takes two forms – a summary form and an analysis form:

1.  Decision Making Tool 7.9: Pretest Summary of Results:

  • Tabulate the total possible number of responses.
  • Total numbers and percentages.

2.  Decision Making Tool 7.10: Analysis of Results:

  • Compare the results with established criteria for success.
  • Look for patterns across questions.
  • Compare results with original promotion program objectives.
  • Decide whether to recommend changes or to keep it essentially the same.

Second and third rounds of pretests should be conducted in the same manner, but each subsequent round should focus on the changes made based on previous pretest results.

  • Revise the materials or activities based on previous pretest round results.
  • Focus on the changes made as pretests are conducted.
  • Remember the number of participants needed for each round and the use of as-close-as-possible draft formats.
  • Be specific in the recommendations for changes so that the materials and activities reflect the primary target audience(s).
  • Prior to the start of Round 3, review the materials with appropriate parties and obtain their approval to ensure that they accept the materials and activities.  This is not a pretest, as these parties do not represent the primary target audience(s)