Internet-Based Pretesting as An Alternative to Focus Groups and Face-to-Face Surveys

Background: Traditional pretesting methods for public health materials (focus groups, face-to-face surveying) require significant resources to obtain adequate responses.  Internet-based survey responses may provide an alternative which requires fewer resources and allows for broader distribution.

Objectives: To pretest a series of creative themes for a print and Internet-based social marketing campaign to promote adolescent and young adult sexual health (STD/HIV awareness, pregnancy prevention, emergency contraception, condom use) across New York State. To obtain feedback on appropriate design and themes for additional media campaigns.

Methods: A series of multiple-choice, Likert-scale and open-ended questions was developed for four  potential print and web-based image series.  The survey was posted at surveymonkey.com.  Department of Health contractors and partners encouraged participation by posting the survey URL on their website, social networking sites, and/or e-mail.  Different survey links were provided to respective partners, to separate adolescent responses from young adult responses. 

Results: The survey was distributed through three separate channels: the ACT for Youth network (11 programs), AIDS Institute adolescent provider listserv (~30 organizations), and the NYS College Health Association Health Promotion listserv (40 members).  Results were obtained from 58 participants (33 adolescents, 25 young adults) over a three-week period.  Participant responses identified preferred images based on message, color scheme, and image.  Specific questions measured readability, believability, interest of message, likelihood of discussing with peers, and call-to-action use.  

Conclusions: Web-based pretesting provides a viable method to obtain feedback and recommendations on media.  Use of e-mail and social networking sites allows for rapid and widespread reach, particularly among these populations. Feedback significantly influenced development of further media campaigns.

Implications for Programs, Policy, and/or Research: STD programs with limited resources can use Internet technologies that are embraced by target populations.  As further technology is developed, this method will likely facilitate additional types of pretesting (radio, video).