Formative evaluation should play a key role in the development of a science communication project or initiative. Such research is vital to understanding the needs and interests of the audience or participants; meeting these needs and interests helps ensure the project’s success. However, there can be a temptation to plough ahead without undertaking adequate formative evaluation. Using ScienceComics as a case study, this article explores both the challenges and benefits of using formative evaluation to guide project development. It focuses on the actors involved in the formative stages and the