How do you design a postcard that elicits a response?

In today’s GFRY meeting, we discussed possible approaches to getting some research by proxy. Our objective is to understand some of the needs of the region we intend to focus on in order to provide design inspiration. The professors independently thought that Talca would be a good place to target, which is within the Maule region that Monica and I were looking at. We considered contacting the CESFAM, Reconstruye, and local radio stations to get the word out about a postcard project and to possible provide a distribution front. The issue we have yet to resolve is one of content: how can we make the cards something people will want to take the time to fill out and return?

Several suggestions were made. One, we could try to place our own version of the card in an envelope with a blank, postpaid card for them to return so that they feel like we’ve invested some time into getting to know them. A possible downside to this approach is research bias. Our card might affect their response. Two, we could make a poster explaining who we are and why we want the information with a stack of the cards underneath at a CESFAM. Monica predicted that the response rate would be low from that strategy because it isn’t personal enough. Three, with the right live contacts on site, we might be able to encourage the whole family to participate and target distribution through primary schools. Four, we could make the task simple by placing a map of the area on the front and ask them to identify features in the community that are important or missing. This asks for a focused response that requires very little time or creativity and the minimal commitment might encourage participation. Five, if we distribute these through consultarios, there is probably waiting room time where, if these were given to patients with other forms to fill out, might provide a solid rate of captive audience response.

The next task is designing postcards that can be mass produced and ask the right question(s) that will help us understand individual and community needs.

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