Which option best represents a formative evaluation for a program designed to encourage first-time mothers to breastfeed?

Which option best represents a formative evaluation for a program designed to encourage first-time mothers to breastfeed?

• A. Determine the percentage of first-time mothers who breastfeed because they watched a motivational video when they attended prenatal checkups
• B. Respond to patient's questions after presenting a motivational video at prenatal checkups
• C. Offer a take-home version of a motivational video to be watched at patient's leisure
• D. Calculate the increase in first-time mothers who breastfeed because they watched a motivational video when they attended prenatal checkups

Answer: (B)

Formative evaluation focuses on improving how a program is delivered during its development, using real-time feedback about how participants engage with and understand the content. In this case, responding to a patient’s questions after presenting the motivational video at prenatal visits provides immediate, actionable feedback on whether the video and its delivery are clear, relevant, and persuasive for first-time mothers. This kind of interaction helps identify confusion, unmet needs, or barriers, allowing the program to be refined—such as adjusting the script, pacing, or topics covered—before wider implementation. Measuring the percentage of mothers who breastfeed because they watched the video assesses an outcome, not the process, and is more a summative measure of effectiveness. Calculating the increase in breastfeeding rates is also outcome-focused. Offering a take-home version expands access but doesn’t in itself collect feedback to improve the current delivery.

Formative evaluation focuses on improving how a program is delivered during its development, using real-time feedback about how participants engage with and understand the content. In this case, responding to a patient’s questions after presenting the motivational video at prenatal visits provides immediate, actionable feedback on whether the video and its delivery are clear, relevant, and persuasive for first-time mothers. This kind of interaction helps identify confusion, unmet needs, or barriers, allowing the program to be refined—such as adjusting the script, pacing, or topics covered—before wider implementation.

Measuring the percentage of mothers who breastfeed because they watched the video assesses an outcome, not the process, and is more a summative measure of effectiveness. Calculating the increase in breastfeeding rates is also outcome-focused. Offering a take-home version expands access but doesn’t in itself collect feedback to improve the current delivery.