In an experiment, two or more communication products can be compared to evaluate whether they have different effects on knowledge, attitudes, intentions, or behaviors. The experimental results can then be used to choose the communication product that produces the preferred outcome. An experiment can also compare the effects of no information on a topic with the effects of a specific communication product.

For example, a health agency may be considering two main communication approaches for a brochure that encourages the consumption of fruits and vegetables. One way to decide which approach to use is to conduct an experiment. In the experiment, participants would be randomly assigned to one of three conditions: a control condition in which a brochure on a non-health topic is read, an experimental condition in which brochure "A" is read, and an experimental condition in which brochure "B" is read. After reading their assigned brochures, participants would complete a questionnaire on fruit and vegetable consumption. The answers from participants in each condition would then be statistically compared to determine which brochure leads to the best outcomes.

The number of participants in an experiment varies depending on the precision needed. Typically, however, an experiment has at least 30 participants per experimental condition. It is important to note that the function of experiments is to compare relative results across conditions (e.g. brochure "A" leads to more positive attitudes than brochure "B"). However, in most cases, experiments cannot provide exact percentages of any differences. A technique such as a survey may be more appropriate if such precision is required.

Uncommon Insights conducts all aspects of experimental research. Please contact us for more information.