Testing communication tools within 24 hours for the government's campaign 'Only Together'

We map out whether the message and action perspectives are well understood by the various target groups and advise on optimizations. Within 24 hours, but often much faster (within 4 hours), the research results are in and the communications can be optimized immediately and then go live.

Testing communication tools within 24 hours for the government's campaign 'Only Together'

With the campaign 'Only Together', the central government wants to keep the Dutch continuously informed about the latest developments surrounding the corona virus. The Dutch are not only informed but also urged to behave appropriately to reduce the spread of the virus.

Commissioned by the central government, we are rapidly testing the campaign messages for the 'Only Together' campaign. We map out whether the message and action perspectives are well understood by the various target groups and advise on optimizations. Within 24 hours, but often much faster (within 4 hours), the research results are in and the communications can be optimized immediately and then go live.

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Research results available within 24 hours

Depending on the research need and the nature of the communication expressions, the central government can choose how the research is conducted, through our Sprint research application or by our communication researchers. It does not matter whether the communications need to be tested among the general Dutch public or among specific target groups such as health care workers, teachers or risk groups. In all cases the research results are available within 24 hours.

- When there is a need for advice, deepening or specific research questions tailored to the expression, our communication researchers get to work. Even when several expressions can be shown to the same person. Blauw's researcher contacts you and coordinates the research together. We discuss the design of the questionnaire, give advice on the delivery of the statements and send the results quickly.

- When the expressions are almost finished and it is sufficient to test the main KPIs, such as understanding of the message and action perspectives, the central government gets access to the Sprint app and can easily upload the expressions themselves and start the survey itself quickly. In an online dashboard, the results are immediately visible. The results are then compared with our benchmark by our researchers.

Testing posters and commercials for TV or the radio

Several expressions have now been tested among various audiences. Some examples:

- Multiple versions of posters were monadically tested among general Dutch audiences. Eventually a choice was made for one of the two posters and further optimizations were made based on the open answers. Within 22 hours, the results were available to the central government.

- Several television commercials and radio commercials were tested in Sprint' s research application. All expressions were tested among the general Dutch audience. In addition, the central government chose to run two commercials also specifically among the elderly target group of 70+ years old. The results of the various tests were put into the online dashboard, making them easy to compare as well. Within 3.5 hours of uploading the expressions, the final results were in our online dashboard.

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