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Forget focus groups for testing written communications. Here's what to do instead

It has never been so important for brands to write clearly and effectively to their customers, yet the techniques most research agencies use to test written communications have not kept up with the times.

Many clients still use focus groups, because that is how they have always tested advertising. 

I love focus groups, but here are three reasons why we need to test written communications such as brochures, websites and correspondence individually, not in groups.

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A discourse analysis of 'hope you are well?'

How to spot a fake: a discourse analysis of 'hope you are well?'

First of all - an apology

I recently -  carelessly  - allowed some people called University of Skills to access my LinkedIn address book. I now think that everyone I am (was?) connected to received an email from me saying something like this: 'Hey, Hope you are well ....' followed by a plug for the University of Skills website, which I wont repeat here. I apologise. I did not realise they would do that and I won't do it again.

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Twenty four thousand reasons to do online qual

In our last three-day online qual forum / discussion bulletin board (whatever you want to call it!) on financial services, 13 consumers made 219 posts, each post an average of 75 words long (and some much longer). In all, our participants typed 24,764 words!  Compare that to our last 2 hour group: 6274 words, from 8 people.

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Are Twigs & Baubles the New ‘Easter Essentials’?

Have you noticed how Easter is changing?  I don’t mean the religious festival of Easter, but the domestic one, that time of year when people take a few days off work, spend time with family, and eat chocolate. 

This year in Sydney, I am seeing home retailers promoting Easter with more than just chocolate. 

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