Keeping your audience in mind: applying audience analysis to the design of interactive score reports

Abstract

Score reports have one or more intended audiences: the people who use the reports to make decisions about test takers, including teachers, administrators, parents and test takers. Attention to audience when designing a score report supports assessment validity by increasing the likelihood that score users will interpret and use assessment results appropriately. Although most design guidelines focus on making score reports understandable to people who are not testing professionals, audiences should be defined by more than just their lack of statistical knowledge. This paper introduces an approach to identifying important audience characteristics for designing computer-based, interactive score reports. Through three examples, we demonstrate how an audience analysis suggests a design pattern, which guides the overall design of a report, as well as design details, such as data representations and scaffolding. We conclude with a research agenda for furthering the use of audience analysis in the design of interactive score reports.

Keywords:

• assessment
• audience analysis
• score interpretation
• score reports
• validity

Notes

1. We thank an anonymous reviewer for this pithy statement of the issue.