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What we did
We partnered with research specialists Thinks Insight to run a rigorous randomised controlled trial with over 1,000 UK participants.
Half saw Cadent’s original communication, while the other half saw the version where the Plain Numbers Method had been applied.
We then tested what people actually understood through five comprehension questions.
The results: the Plain Numbers Method significantly improves understanding.
- Understanding nearly tripled – the proportion of people who correctly answered at least 4 out of 5 comprehension questions jumped from 20% to 56%
- Biggest impact on cost understanding – the most dramatic improvement was in understanding total costs – rising from just 3% to 60% of customers getting this right.
- Better customer sentiment – customers who saw the Plain Numbers version were:
More satisfied with the information provided (71% vs 79%)
More positive about Cadent as a company (57% vs 65%) - Supporting vulnerable customers – the Plain Numbers Method had the greatest impact on people with lower number understanding. Only 10% of these people got 4 or 5 answers right on the original, this jumped to 38% in the Plain Numbers version.
The gap between perception and reality
One of the most striking findings: while 79-83% of people thought both versions were ‘clear, fair and easy to understand’, actual comprehension, 20% on the control and 56% on the Plain Numbers version, told a very different story.
This shows why testing real understanding – not just asking people if they think something is clear – is so important.
“Understanding important documents, like bills and safety advice, should not be a test. They should be simple and accessible to everyone, regardless of comprehension level. We already offer our documentation in alternative formats and languages to cater to our customers’ needs, so trialling the Plain Numbers Method was a natural next step in making our communications even more accessible.”
— Phil Burrows, Head of Customer Vulnerability at Cadent
Numbers shape what people understand, how they make decisions, and who they trust
Get them right, and you can unlock a whole new level of clarity, confidence, and connection with your customers. We can show you how.