Theater Testing

jump over navigation bar[Description] [Pros] [Cons] [Common Uses] [Resources]

Description

Quantitative data is collected from a large group of respondents (generally 60-100 people per session) who respond to audiovisual materials (e.g., commercials, PSAs). Some messages shown are controls and others are being tested, allowing for a more "real-life" assessment of message concepts. Respondents answer questionnaires or respond by electronic means.

Pros

  • Can gather quantitative data from large group at once
  • Data available immediately
  • Showing "actual" audiovisual materials allows more realism than storyboards
  • Using control messages allows more realism

Cons

  • Significant production costs associated with making draft materials available to test
  • Limited ability to ask open-ended questions
  • Relies on technological equipment that may not be readily accessible

Common Uses

  • Test audiovisual materials with many respondents at once

Resources

National Cancer Institute, Making Health Communication Programs Work: A Planner’s Guide. Pink_Book.pdf (PDF 12,382K)