Media Effectiveness Studies
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Media Effectiveness Studies
Photo: Young adult listening to music on his headphones Do your fact sheets for adolescent girls appeal to the intended audience? Is your video for adults with diabetes useful and accessible by that target audience? Are your posters and billboards being seen by the young professionals to whom they are targeted? Macro can help you maximize the effectiveness of your communications by determining the kinds of media that are most user friendly, accessible, intelligible, and appealing to your target audience.

Two teen girls talkingEpilepsy Teen Kit
Macro conducted focus groups to assess the effectiveness of an epilepsy teen kit, which included a video with supporting materials. The groups included teens with epilepsy, parents, and family members. From the feedback, we made several recommendations for revising the video—for example, include a wider range of teens with differing levels of social ease and seizure control. We suggested revising the accompanying fact sheets to be less textbook-like to appeal more to teens. We made several other recommendations regarding the resource guide, diary, and facilitators' guide within the kit and also provided advice on disseminating the materials.

Two young girls laughingGirlSpeak
In 2002, Macro developed GirlSpeak, an educational product for adolescent girls. This turn-based card game was designed to teach communication and critical thinking skills. We recruited several groups of girls aged 7 to 14 to focus test the game. The girls played the game and then were asked for their opinions on the look, name, instructions, gameplay, and other aspects of the game. We then revised the game based on their feedback.

Radio hostsU.S. Broadcasting Board of Governors (BBG) International Audience Research Project
Under the U.S. BBG International Audience Research Project, we perform media research in more than 20 African, Asian, and Latin American countries annually. BBG oversees several international radio services sponsored by the U.S. Government, including the Voice of America, Radio-Free Europe, Radio-Free Asia, and Radio Martí. Our audience research work for BBG includes surveys, focus groups, and in-depth interviews for audiences that speak 59 languages.


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