The test

Whether it is actually the message being received.

The part

What it is

Asked in the perception research: what is this organisation saying? The answer is compared with the intended master message.

A master message nobody returns is not leading, whatever the material contains.

The smallest level

The attributes it carries

Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.

Returned
Share who name it when asked what the organisation is saying.
Percentage shared type
What is returned instead
The message actually being received.
Text shared type
Tested
When, since this drifts.
Date shared type