In our latest Lumanity bitesize podcast, we explore how to avoid the common challenges and pitfalls encountered in communication testing research, and share best practices in applying a behavioural science lens to bring about stakeholder behaviour change.

Our discussion includes:

• The importance of evaluating concepts using the right criteria
• Generating maximum impact using clear and simple ads that cut through the noise
• Being vigilant that the insights being used are robust and precise - and ultimately fuel better campaign decisions
• The importance of engaging with the target audience early and ensuring campaigns are designed around a common unmet need
• Specificity required in bringing about behavioural change and how best to align to a clear communication objective