The Role of Formative Research in Media Development Rosemarie T. Truglio, Ph.D. Sesame Workshop 1

Defining Formative Research “ When the cook tastes the soup, that’s formative; when the guests taste the soup, that’s summative” Robert Stakes 2

Defining Formative Research “When the cook tastes the soup, that’s formative; when the guests taste the soup, that’s summative” Robert Stakes REVISION: “When the cook provides a tasting menu to the customers before finalizing the menu, that’s formative!” 3

Phases of Formative Research Defining the “IT” (goals of product addressing a particular need) Executing the goals Developing evaluation methods (with an eye toward summative) A CONTINUOUS & ITERATIVE PROCESS 4

Important Considerations Assessing the Needs What are the greatest needs to be addressed? What are the goals of the project? 5

Important Considerations: Understanding the Target Audience Who will use the materials? (e.g. children, parents, childcare providers-center and family based) How will the materials be used by the audience (e.g. homes / schools) 6

Important Considerations: Determining the Content What are the messages? How should the messages be presented? How can the messages be tested? 7

Measurement & Evaluation Appeal: What do respondents like the materials? What changes do they suggest? Usability: How will respondents use the materials? How can we make them more user-friendly? Comprehension: Do respondents understand the materials? How can we improve the materials to make them clearer? Transfer/Application: Will respondents use knowledge learned in other contexts? 8

Measurement & Evaluation Challenges 9 Self-Report: Bias in self-report data Interviews: Non-verbal measures Observations: Observer influence; settings (home vs. school)

Beyond the Cook….. …….Before Zagats 10 Decide to go healthy Know your customer Develop the menu Run the taste tests Refine the recipes Finalize the Menu New Grand Opening Earn a 5 star rating!