Testing of Creative Concepts on SBCC Program

Introduction

What is Concept Testing?

Concept testing is the process of sharing creative concepts with the intended audience to get their feedback and identify the best idea before designing materials (See the How to Develop a Creative Concept guide). 

Results from creative concept testing help the creative team to revise concepts, drop ones that do not resonate well with the audience and identify the ones the audience likes best. Sometimes none of the concepts is appropriate for the audience. In these cases, the creative team returns to brainstorming, keeping in mind lessons learned from the concept tests.

Keep in mind that for social and behavior change communication (SBCC) campaigns and materials to be most effective, they should be tested at several stages of development. 

In the SBCC process, four types of testing are typically conducted: concept testing, stakeholder reviews, pretesting and field testing. The graphic below demonstrates the relationship between the four types of testing. This guide covers concept testing. 

View and Download: How to Test Creative Concepts