Class testing Its not what you say, but how you say it.

The situation
A textbook publisher was about to introduce a new psychology textbook that was based on years of research about breaking the learning into chunks, which they called modules. Our client hired O'Donnell & Associates to test the message and get the word out about this new book and approach.

The process
O'Donnell & Associates worked with a client to target 40 schools that would be strong candidates for adopting this new textbook. First, we went to instructors at 20 schools and asked them to test the messaging and marketing language developed to describe the book and approach. We found that the word module, the basis of the message, does not have positive connotations with psychology professors. In in-depth interviews, we were able to explore the language issues and refine our client’s message and positioning.

We followed the interviews with 20 class tests of selected textbook chapters. This enabled us to track both instructor and student response to the new materials, and gather further marketing feedback. The product was met with resounding success: both students and instructors praised it highly.

The results
By the time the book was published, 40 schools were waiting for it to arrive. Our client’s marketing message was clear, and written in language that resonated with its audience. We were able to share research findings and testimonials that showed both the client’s sales staff and potential customers the satisfaction of both students and faculty.