One of the things we like to do most is to help organisations communicate clearly. So we do a lot of testing of organisational communications of various kinds such as disclosure documents, fact sheets, labels and the like. We always advise our clients that 'understanding' involves more than just understanding the words. This paper on nutrition claims supports our view. Based on our insights and supported by the evidence in the study described in the paper, here are three tips for testing labels, fact sheets and claims.
We call our approach to cultural insight en-symbol to capture two crucial ideas.
Over the last few years, I have attended many conferences and read lots of blogs from people who do not want research participants to talk. These writers and speakers (oh the irony!) say that researchers cannot ask people what they are thinking, because people don’t know what their unconscious or non-conscious minds are doing.
Ever the language-obsessed researcher, I spent some of my summer break studying the language of emoji! It seems to me to be a useful skill for researchers to learn how emojis are used and how we should interpret them.