Posttests

1. Definition
Posttests are measurements of impact after activities have been carried out. They show the cognitive, affective and conative effects of changes produced in recipients by a particular activity. Posttests provide a summative account of whether and how the desired effects were achieved (see levels of impact).

2. Applications
Posttests are primarily employed in advertising impact research, and increasingly so in the PR field. In addition to message recall, they are useful for gauging campaigns, their credibility, and brand or company recognition and popularity. Other interesting applications are target group activation and any resultant purchasing impulses.

3. Conduct
Cognitive effects are typically measured by direct standardized surveys or guideline-based intervals. Recall (content of campaigns, brand names, purchasing actions etc.) is estimated in recall and recognition tests. Recall tests investigate unprompted recall. Recognition tests investigate the recognition value (e.g. of logos, product packaging etc.). Tracking studies support campaigns and use multiple surveys to investigate current opinions and how they develop over time. This is usually done by panels representative of the target group or microtest markets.

4. Indicators

• Recall
• Recognition
• Degree of activation
• Interest in use
• Positive / negative / neutral attitude
• Credibility
• Affinity for brand / product / company
• Sympathy
• Sales figures

5. Service providers in Germany
A&B.Framework, Berlin
com.X, Bochum
forsa, Berlin
FORSA BrandControl, Frankfurt/Main
GfK, Nürnberg
infas, Bonn
Ipsos, Hamburg/Mölln/Nürnberg
KINAU Mediaforschung, Hamburg
rheingold, Köln
Skopos, Hürth
TNS Infratest, München
YouGovPsychonomics, Köln / Wien

6. Links

7. Further reading

8. Case studies