Communications testing is one of our most popular services. We test lots of written communications from Fact Sheets to Usage Instructions and Packaging Labels, digital and in print. It is part of our “Sense” suite of services. Daniel Kahneman’s ideas about thinking fast and slow - ‘System 1 and System 2’ - help us to design different tests for different written material.
The message of this blog is that the recent trend to calling researchers and agencies 'vendors' is bad for research.
Call them vendors they will sell; call us research designers and we will think.
Clients keep telling researchers they are doing too much selling and not enough thinking. Three examples:
Further to my earlier blog on text analytics, I have just discovered this - IBM Watson combining content analysis with tone analysis. Very clever.
"The Tone Analyzer service helps individuals understand the linguistic tones of their writing. The service uses linguistic analysis to detect and interpret emotional, social, and writing cues that are located within the text. The service also offers rhetorical suggestions for an author to improve the intended tone of their message.