This panel will describe a variety of methods for gathering audience input on different types of communication products for different audiences and in varied settings. New tools as well as traditional techniques will be described in the context of an emergency response—when organizations are most likely to skip the process of getting input to shape communication plans and products (formative research) or to pre-test messages with audiences before distributing them. Because it is important to ensure that messages are clear and compelling, panelists will describe the methods they have used to gather audience input and the effect the audience input has had on their communication planning (e.g., product or placement decisions). Panelists will also focus on how they were able to rapidly collect, analyze, and apply audience input in the context of a fast-paced emergency response. The tools, techniques, and lessons learned can help practitioners overcome many of the obstacles encountered in gathering audience input during response efforts.