Forget focus groups for testing written communications. Here's what to do instead
It has never been so important for brands to write clearly and effectively to their customers, yet the techniques most research agencies use to test written communications have not kept up with the times.
Many clients still use focus groups, because that is how they have always tested advertising.
I love focus groups, but here are three reasons why we need to test written communications such as brochures, websites and correspondence individually, not in groups.
