Develop Messages that Resonate with Targets
Message testing combines qualitative and quantitative techniques to ensure the target market is left with the appropriate lasting impressions regarding your brand and/or product and services being promoted.
A qualitative examination reveals alignment of language, relevance, and provides guidance on how to make meaningful modifications. Respondents can select those themes and supporting messages that resonate most with them. Typically, this guidance is sufficient for proper message alignment.
Quantitative testing, when necessary, assesses intended behaviors as a consequence of reviewing the messages. Quantitative testing is most helpful when there are a large number of unique segments and there is a link to decision factors research.
Breaking down the messages to be tested is important. Using our message mapping approach, we divide key message elements into a positioning concept (or theme), differentiating messages, and reasons to believe.
Each of these message components are tested to ensure that the messages used are:
- Relevant (things they actually need/desire)
- Motivating
- Differentiated
- Appropriate for the brand / believable
