The only Gold Retail Nudge Award won for DAS Legal
The only Gold Retail Nudge Award in 2015 is won by The Hunting Dynasty & Partner Innovationbubble for DAS Legal Expenses Insurance company.
The inaugural awards ceremony saw us pick up the only Gold for our ability to increase the comprehension level of a customer-facing product description.
Over two experiments, seven Welcome Letters that describe the same product were written in different psychologically-informed styles (e.g. chunking, schema, narrative) and all were tested for comprehension and recall. Participants took a 10 minute online test. First, reading one of the letters, and secondly answering questions such as a Cloze comprehension test, and Factor self-report questions. Nearly 900 participants were recruited of all ages and letter reading was time-limited to 3 minutes.
The surprising result from this research was that the communication structure most effective at increasing reader comprehension had the lowest reading ease of those initially tested – if it reads well, it’s not necessarily good.
Who knew? We didn’t. But now our client does, and they know how to input this across their comms.
Gold Retail Nudge Award goes to @DASLegalUK – well done! @oliverpayne #Nudgeawards #nudgestock #winner pic.twitter.com/vl4cdMN2I8
— #ogilvychange (@OgilvyChange) June 12, 2015
For more on this speak with us, or have a look at our capabilities
Also, as co-founders and supporters of the London Behavioural Economics Network, join the Meetup group and Facebook group for more details and events
Related Posts
Reading ease is not as easy as all that – comprehension shows the way
It's easy to make text readable, right?…
The ‘Hollywood hello’ – and the importance of context when communicating
When communicating we all like to be as…
Congratulations. A possible explanation of your findings is the effects of 'disfluency'. there's a great paper by adam atler on this here: http://cdp.sagepub.com/content/22/6/437.abstract