Message Testing
How do you build a stronger bond between your brand and the
consumer? With marketing communication and messaging that's
relevant and creates an emotional connection. And because the
strength of that bond dramatically impacts customer loyalty and
ultimately brand and product success, message development and
testing is a crucial part of this process.
MRSI's message development research helps you gain a true
understanding of your target market and their wants, needs and
motivators. Our strategic expertise helps you apply that insight to
develop communication strategies that reach this group in a
meaningful way.
Our experts guide you through the message development process
using a blend of qualitative and quantitative marketing research
tools:
- Consumer Understanding and Definition - Qualitative insights
generation, Segmentation
- Message Development and Validation - Concept/white card
development, Quantitative validation, Concept/language
refinement
- Marketing Plan and Creative Development - Qualitative
storyboard, Animatic evaluation, Quantitative concept testing
We typically conduct qualitative marketing research as our
initial step in the message development process to explore the
experiences, wants and needs of your target audience, their
underlying emotions and emotional drivers, and also to determine
their "language" as it relates to your product, brand or category.
This provides a wealth of insight from which to build your
concepts/white cards and is also an invaluable resource to leverage
during creative development.
MRSI's Concept Highlighter® helps you
evaluate your concepts with ease by providing a visual experience
that is more natural and engaging for you and the respondent. This
online research tool allows respondents to click on specific words,
phrases or visuals in an ad or concept that they like or dislike.
Quantitative results are more closely tied to the actual concept
since reactions are noted on the concept itself. Concept
Highlighter can also measure purchase intent, believability and
improvement areas.
MRSI's message development research helps you determine which
messages work, which don't and why, so your brand stands out,
connects with consumers and communicates in a way that ultimately
motivates them to take action.
By integrating qualitative and quantitative findings and
applying our research expertise across a variety of categories,
MRSI provides insightful recommendations that help you make
strategic marketing communications decisions that guide brand and
products success.
Contact
MRSI for more information on Message Testing today!
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