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When we’re developing creative content, we often have plenty of ideas - but how do we know which ones are going to work for our audience? How do we know what will resonate with them, what will connect with them emotionally?
We need to build in time and space to test our ideas. We need to know how people feel about the different elements of our concepts, to help us refine what works and to eliminate what doesn’t.
This workshop gives you the opportunity to consider how you might approach testing your content ideas in future.
Join Robert Perry and Rich Endean to advance your approach to planning and testing content so that it really works for you and for your audiences. In this practical workshop, we will cover:
When to use concept testing and how to decide what you need to test
Different testing methods and what you can learn from them
Bringing together audience feedback and stakeholder preferences to create the best outcome
Your next steps to make sure your next creative concept is supported by audience insight.
Your facilitators
Robert Perry is Director of Research at Pickle Jar Communications. He primarily works on behalf of clients in the education and charity sectors, where he is responsible for all aspects of information-gathering, audience research, user testing, and anything else related to content or customer insights.
He has worked with schools, colleges, universities, membership organisations, charities, and education sector bodies. Whatever the work and whoever the client, Robert likes to find the connections between the driving forces of a project and the needs of the audience, with the aim of being able to satisfy both at the same time. He wants to know about the journeys that people make in relation to clients’ offerings, because the only way to truly deliver the right content to the right audience is to understand the context behind that journey. That’s why his favourite answer to any question is “it depends”.
He has a particular interest in student influencers and widening participation efforts, and has worked with clients such as UCL, Aston University, Leeds Beckett University, and United World Colleges on projects that focus on these areas. Robert also represents Pickle Jar Communications at education sector events, speaking on aspects of audience research and digital communications at conferences organised by groups such as CASE and UUK.
Before joining Pickle Jar, Robert worked on content creation and digital communications in the aviation industry. He studied communications and English literature at Newcastle University, and now lives in Newcastle.
Rich Endean takes the lead on all things visual for Pickle Jar including print design, social media creative, video and motion graphics and has worked with a range of clients including Bangor University, Royal Holloway University, Zurich International School and Newcastle University.
Rich brings to the mix almost two decades of agency experience working for a range of clients in both the public and private sectors across the UK & further afield.