Concept Testing for a Nonprofit

A well-known national nonprofit health advocacy organization wanted to assess consumer perceptions and behaviors regarding specific health topics (cardiovascular health, stroke prevention, brain health) and capture needs and expectations for health messaging. This initial exploration would be followed by a broader assessment of topical understanding and communications approaches.

APPROACH

W5 designed a hybrid approach leading off with qualitative exploratory research to explore the topic and messaging. Interactive exercises, including concept ‘mind’ maps and associative image collages, engaged participants and brought their input to life. Creative concepts were adjusted and validated in a subsequent quantitative online survey among a robust and broad market sample to establish a baseline read of consumer understanding around cardiovascular health, stroke prevention, and brain health.

RESULTS

By aligning methodologies with research needs, employing a sequential, hybrid research design, and incorporating previous experience with life stage and health messaging receptivity, W5 was able to explore, refine, and test communications strategies, concepts, awareness, and receptivity around public health initiatives to ensure resonance and encourage action among target audiences to inform a public health campaign around  brain health.