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Litmus What We Do Who We Are What We've Done What We've Said Who We Work With Who We Support
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Acid Test

Testing TVCs to Increase Smokers' Awareness of Smoking Impact and Encourage Quitting

Client:
The Quit Group

Project Background:
The Quit Group wished to identify which of two potential television commercials was most likely to increase smokers’ awareness of the impact of smoking and encourage them to attempt to quit.

Our Involvement:
Litmus undertook an Acid Test to evaluate the two television commercials. We:

  • utilised one focus group of mixed ethnicity
  • ensured the Quit Group understood smokers’ reactions through observing the group
  • enabled prompt decision-making through PowerPoint reporting the week of the group.

Key Outcomes:
Timely and directional feedback enabled the selection of the most appropriate television commercial to achieve the Quit
Group’s aims.

Testing Communications to Increase Awareness of Obligations and Encourage Compliance

Client:
Central government agency

Project Background:
The client wished to review and redevelop their communications collateral to ensure people understood their obligations to the agency and how to fulfill those obligations and to encourage action.

Our Involvement:
Litmus undertook a series of Acid Tests to cognitively test the communications collateral, including brochures, posters and a concept for a television advertisement. We:

  • used targeted focus groups
  • delivered PowerPoint reporting, which was used to keep the Senior Management Team informed of feedback
  • enabled informed decision-making through greater understanding of target audiences’ attitudes, current beliefs and response to proposed communications.

Key Outcomes:
Timely and directional feedback maximised the effectiveness of the communications collateral.

Testing a General Public Reference Brochure

Client:
Central government agency

Project Background:
The client was developing a general public reference brochure and wanted to ensure it enhanced public understanding.

Our Involvement:
Litmus undertook an Acid Test to cognitively test the brochure within a 10-day period. We:

  • utilised one focus group of mixed ethnicity recruited in less than a week
  • ensured the client understood the public’s feedback through viewing the group and an immediate post-group debrief
  • enabled prompt decision-making through next-day PowerPoint reporting.

Key Outcomes:
Timely and directional feedback ensured the brochure met the public’s information needs.