Case study
Helping a public authority A/B test messaging to evaluate risks and improve external communications
Need
A public authority working in a heavily regulated and controversial field needed to understand their room for manoeuvre, in terms of public-facing communications.
Solution
Using a digitally administered factorial vignette experiment, we isolated the causal effects of different styles of communication on population attitudes, thereby identifying the most impactful approaches in terms of both form and substance. We were able to clearly delineate the extents to which the client could reasonably go in interacting with the public without causing backlash.
Process
Experimental conditions were co-created with subject matter experts from the client side and designed based on attitudes and mindsets identified in an exploratory population survey (n = 2,000) that we carried out in preparation for this phase.
Public administration · A/B testing
3,500
participants in a randomised controlled experiment
6
distinct experimental conditions
1
control group
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Lead Consultant, months after we delivered our key findings
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