Benchmark audience attitudes before hearing stimuli; measure change in knowledge after exposure.
Prior to showing the audience the stimulus material, such as a live or video-taped presentation, we will conduct a survey. On a TV monitor or LCD projector, we show the audience a series of multiple-choice questions, one-by-one, with a list of possible answers to each question. The audience members will turn their dials to the number that corresponds with their answer choice.
In the back of the room, or behind a two-way mirror where the audience cannot view the results, the audience’s responses will instantaneously appear like this on screen:
Immediately after the presentation, we will re-ask several questions to see whether the answers have changed, and if so, to what degree. Compare this chart below to the one above: