Interviewing a farmer to pretest print materials, Central Java, Indonesia

What is pretesting?

Pretesting is a systematic method of obtaining and measuring the reactions of a representative group of the intended audience of the communication material. Through their reactions, alterations can be made to further ensure that the materials can effectively communicate the intended message. A pretest is done to predict the likely reactions of the intended audience when presented with the material. Posters, leaflets, handbooks, radio spots, radio dramas, audio CDs, video and web pages are some of the materials that can be pretested.

Why pretest?

Pretesting is essential in order to ensure that our time, money, and manpower are well spent. It is a cost-effective way to avert negative results in the mass production of communication materials. Pretesting can inform the production staff whether text, illustrations and color are correctly understood or interpreted by the intended audience.

Since differences in socio-economic status, education and cultural patterns influence the way audiences perceive and interpret communication materials, miscommunication can likely happen unless planners obtain feedback from the people to whom the materials are aimed at. Pretesting will also ensure that there is nothing offensive and culturally unacceptable in those materials.

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