Are You on Target? The Basics of Audience Research and Field Testing
“I read the brochure and stared at the words ‘dead tissue’ for a long time. I thought to myself, ‘My daughter has dead tissue. Does this mean she is worse than I thought and she’s going to die because her tissue is dead?’ I got so upset about it that I called the doctor immediately to ask what was going to happen since her tissue is dead and what this meant for my daughter long term.” Mother of a burn victim
“We were supposed to design a brochure to help the families of burn patients understand what was happening to them. We felt it was important to tell them about necrotic tissue and eschar, but we made the mistake of using the term ‘dead tissue’ to explain this concept. We did not realize this term would evoke such emotion in the families. Thank goodness we field-tested the brochure. We almost caused families more heartache and stress then they already had.” – Medical Center Field Tester
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