Message Testing

Message testing helps you create and refine marketing messages that resonate with your key stakeholders, both internal and external.

Message testing is particularly important before a rebranding launch, new products or services, or managing a company merger or acquisition. Message testing is also a fundamental task of a communications audit which looks more broadly at the entire return on investment from your company’s marketing communication budget.

Our message testing case profiles include Center for Food Integrity, SIUE High School marketing, and Washington University Olin Business School.

Message testing research outcomes

Insights regarding key messages about your company, service or product which are:

  • Easy for your stakeholders (particularly customers) to understand
  • Relevant to something that is important to them
  • Compelling them to take action: research, try, buy and buy again
  • Stand out from the competitive pack to some degree

Assessment of unaided/unprompted awareness and perceptions of your key company, product and service messages. Are they comprehensible, relevant, compelling and differentiating?

Message testing research deliverables

  • A communications audit grading the use of those key messages in all your marketing, communications and internal communications materials. How consistently are they being communicated? How frequently?
  • A communications audit comparing those messages to those used by your competitors, measures overlap and identifies opportunities for relevant and compelling differentiation. It also measures if you are using the most effective channels to communicate them.
  • You will receive a diagnostic map of the clarity, relevance, persuasiveness and differentiation of your key messages and their distribution to key stakeholders.

Message testing process

As new competitors, technology and customers emerge, it is important to conduct message testing periodically.