Census Digital Function Testing

DraftFCB Digital Function Testing Discussion Guide Outline v1.1

01/20/08

DISCUSSION GUIDE OUTLINE

1. Introduction

   1. General background information about the participants including attitudes towards the census

   2. Probe on understanding of the Census process

2. Wants, needs and expectations

   1. Participant-driven discussion of opportunities for online engagement:

      1. needs-based

      2. entertainment-based

      3. functional

      4. other

3. Reactions to digital content concepts

   1. Overall reactions

   2. Most / least compelling concepts

   3. Most / least engaging elements of each concept

   4. Executional expectations

4. Evaluation of early executions

   1. Initial reactions to individual executions (wireframes, screenshots, etc.) for key concepts

   2. Comparison to expectations

   3. Perceived level of engagement

   4. Opportunities for improvements