Guidelines for Using Pretest Results
Qualitative research can be predictive, but it is not precise. Interpreting and applying the results of pretesting and materials review will require certain actions.
- Give more weight to target audience and reviewers' responses that are within the context of their roles regarding the materials.
- Temper their responses with your own professional judgment, while considering the lay public as respected equals with a right to the information.
- Do not feel obligated to respond to every individual's every comment or complaint.
- Remember that gatekeepers can block target audience access to print materials, so their opinions are important too.