Three tips for testing disclosure, labels and claims
One of the things we like to do most is to help organisations communicate clearly. So we do a lot of testing of organisational communications of various kinds such as disclosure documents, fact sheets, labels and the like. We always advise our clients that 'understanding' involves more than just understanding the words. This paper on nutrition claims supports our view. Based on our insights and supported by the evidence in the study described in the paper, here are three tips for testing labels, fact sheets and claims.
Tip 1. When testing comprehension be careful to test among people with both low and high 'need for information' and low and high knowledge of the topic. Information need and knowledge levels are only partly correlated.
Tip 2. Be very very careful when interpreting quantitative comprehension data. A result that (say) 55% of people understood a claim could quite simply mean that the people most likely to seek information understood it and the people most likely to need the information did not.
Tip 3. Three types of people have low motivation to seek information: people with low confidence in their ability to understand; people with high confidence that they know it already; and people with no current interest in the topic.
If you want help with this kind of testing, contact Sue