Multimedia CAPI The View from both sides of the fence

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Multimedia CAPI - The View from both sides of the
fence

• Helen Angle - BMRB International
• Elizabeth Fraser - Health Education Board for
  Scotland

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Agenda

• Multimedia CAPI - what is it?
• HEBS and its mass media campaigns
• Measuring advertising impact
• Interpretation of the data
• Conclusion

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Multimedia CAPI - what is it?

• In use at BMRB since January 1997
• Records responses
• Can play questions over headphones to overcome
  language or literacy problems
• Capable of displaying audio and visual material

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HEBS and its mass media campaigns

• Remit to contribute to health education in
  Scotland through
• action in key areas
• raising public awareness of health-related issues
• training and development for health promotion
  professionals
• research and evaluation
• providing policy advice and strategic leadership

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HEBS and its mass media campaigns

• Mass media work done in Programmes
  Communications division, evaluated by Research
  Evaluation division
• Key part of general public programme
• Performs public relations function in addition to
  raising awareness and providing information

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HEBS and its mass media campaigns

• Main evaluation of mass media work with adults
  is through Communications Tracking Survey (CTS)
• uses Multimedia CAPI
• 2400 adults (16-74) a year in mainland Scotland
• continuous interviewing
• around 16 advertisements tracked

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Measuring advertising impact
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Measuring advertising impact
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Measuring advertising impact
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Measuring advertising impact
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Measuring advertising impact
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Measuring advertising impact

• Multimedia CAPI has most impact in
  Registration stage

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Measuring advertising impact

• Multimedia CAPI has most impact in
  Registration stage i.e.
• Spontaneous recall
• Partially prompted recall (e.g. by topic)
• Prompted recall or recognition (traditionally
  using series of still photographs - telepics)

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Measuring advertising impact

• Awareness using telepics is a measure of
• whether respondent has seen advert
• how memorable the advert is
• how well the telepic represents advert

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Measuring advertising impact

• More difficult to represent adverts that
• are rapidly cut
• are part of wider campaign
• feature celebrities
• rely heavily on music
• use unusual imagery or visual tricks
• make reference to film, TV programmes, other ads

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Measuring advertising impact

• Multimedia CAPI
• removes the need to identify key images
• shows links between images
• brings in audio cues such as music, tone of voice
• avoids false recognition
• provides a standardised measure of awareness or
  recognition

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Recognition of Gavin Hastings Advert(all adults)
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Recognition of Gavin Hastings Advert(all adults)
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Recognition of Lifesavers - Healthy Eating Advert
(all adults)
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Measuring advertising impact

• Introducing Multimedia CAPI raises issues around
  comparability
• use of historical data
• adjusting expectations
• interpretation

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Using Multimedia CAPI

• Other factors to take into account
• Need high specification multimedia laptops with
  CD ROM drives
• Software needed extensive development
• High investment of time and money
• Showing full adverts adds to interview length
• Danger of placing too much emphasis on multimedia
  measures

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Interpretation of the data

• Multimedia may provide more accurate awareness
  data which could lead people to place a greater
  reliance on data, however...
• Awareness only a precursor to outcomes such as
  changes in attitude, behaviour and culture
• Difficult if not impossible to attribute any
  changes in attitude or behaviour to mass media
  campaign

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Interpretation of the data

• Different stakeholders have differing
  expectations of how to measure success
• Could be distracted by technological advances in
  measuring awareness
• Should awareness be the measure of success?

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Conclusion

• Multimedia CAPI helps to provide more comparable
  awareness measures through standard
  representation of of adverts
• Must not overshadow other possible measures of
  effectiveness
• Technological advance must go hand in hand with a
  clear evaluation framework

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