Message Testing
Message development and testing is vital to new product success.
It is only with a true understanding of your target market and
their wants, needs and motivators, that you can develop product
messaging and advertising that is relevant and resonates on an
emotional level.
By connecting with your audience in this way you build lasting
relationships with your customers which, in turn, increase loyalty
and ultimately maximize sales.
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 test
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 marketing research expertise across a variety of
categories, MRSI provides insightful recommendations that help you
make strategic marketing communications decisions that increase the
likelihood of product success.
Contact
MRSI for more information on Message Testing today!
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