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Frequently Asked Questions
FAQs
What is Low Cost Message Testing (LCMT)?
Low-Cost Message Testing (LCMT) is a practical approach to developing and testing behaviour change and advocacy communications before scaling using locally available resources. It supports practitioners with insights, approaches and tools to apply research and behavioral science in behavior change communication interventions.
The LCMT toolkit includes a Guidebook that provides a step-by-step process and practical, low-cost qualitative and quantitative approaches for testing messages and applying behavioral science with intended audiences. It guides practitioners on what to test, how to test, and how to use findings to improve their messages. It also includes The Live Message Testing Platform is an AI-powered tool that supports practitioners to develop and refine behaviourally informed messages. Practitioners provide information about the behavioural problem, communication goal and target audience, and receive recommendations on how their messages can be strengthened using behavioural science.
Together, these resources support practitioners to develop, test, iterate, and further test and scale effective communications.
What is message testing, and why is it important?
Message testing helps CSO and government practitioners evaluate the effectiveness of their communication strategies. This ensures that the behavior change communication interventions resonate with the target audience and drive your desired outcomes.
How different is Low-Cost Message Testing Toolkit from the other forms of message testing resources available online?
Compared to other forms of message testing, the LCMT Toolkit is designed for advocacy and behaviour change communications. It helps users to apply behavioural science principles, practical message testing approaches and an AI-powered platform to develop, test, and refine behaviourally informed messages before further testing with real audiences. In addition, we have incorporated a platform for live message testing that leverages artificial intelligence to allow practitioners to develop or enhance behavior change messages before scaling them in the real world.
Which methods are used in low-cost message testing?
The LCMT guidebook outlines quantitative methods like surveys and A/B Testing as well as Qualitative methods like In-Depth Interviews (IDIs) and Focus Group Discussions. The message testing platform uses artificial intelligence alongside other behavioral research toolkits to strengthen communication messages by conducting virtual tests of practitioner messages and providing improved messages and guidelines of how these messages can further be tested in a real-world setting before scaling.
What costs are associated with using these resources?
None, the resources are open access; anyone can use them. Our goal is to support practitioners with low-cost resources to strengthen their application of research and behavioral science in programming.
How does Busara support practitioners to apply these tools
To support practitioners to apply behavioral science and research in their work, Busara has a capacity strengthening workstream that uses a combination of classroom-style training, tailored technical support, mentorship and co-design. This workstream supports CSOs and government practitioners to generate and use evidence and behavioral science to design, test and scale behaviorally informed interventions that respond to the behavioral barriers facing target audiences in their respective contexts.
What is online message testing and what can I use the online testing platform for?
The LCMT message testing platform is an AI-powered tool that helps practitioners develop and test communication messages.
You can use the online testing platform to develop initial ideas for behaviorally informed messages, identify opportunities to strengthen a message, and get rapid feedback before investing in further testing or scaling a communication campaign.
Does the online platform test my messages with real people? And, does a positive result from the platform mean my message will work in the real world?
No. The online testing platform provides an initial assessment of your message using the information you provide about your communication goal, behavioral problem, target audience, and other key campaign details, and offers feedback and recommendations to strengthen the message. Therefore, it should not be treated as a replacement for testing with your intended audience in a real-world setting.
No. The platform provides an initial assessment and should not be treated as evidence that a message will definitely change behavior. Messages should undergo further testing with the intended audience before scaling
What AI model does the platform use? and how is my message protected after I submit it on the online platform?
Busara has developed and scaled free behavioral science and behavior change communication tools such as the LCMT guidebook and AI powered behavior change testing platform. Busara is also a technical advisor to organizations that wish to understand how to curate the guide to fit their learning needs and enhance advocacy communication. Finally, Busara facilitates capacity-strengthening initiatives and free learning sessions on behavioral science and evidence-based advocacy to support practitioners in the civic space to strengthen technical skills in behavioral research and evidence-based advocacy.
Where does the information used by an online platform come from? Will my message be used to train the AI?
The platform draws information from behavioral science concepts and Busara’s tools and resources developed for behavior change communication like the Low Cost Message Testing Guide; information gathered from our partners from their previous communication campaigns; and the information you provide about your communication goal, behavioral problem, target audience and messages developed in the platform by previous users.
Yes. Your information will be used to train AI however, you have the option to explicitly restrict/opt out of this. Messages used to train the model are also anonymised before training the model.
How can I access the message testing guidebook and AI platform?
You can access the guidebook and AI platform directly on the website. You can download the guidebook here in PDF format for your convenience.