Back
Blog posts
Why You Need Message Testing in Market Research (+ Your Guide to a Winning Message Testing Cycle)
The landscape of marketing has evolved significantly over the past decade and leading brands have been shifting to digital-first, omni-channel marketing campaigns in almost every industry.
Digital marketing channels include website, search, digital display ads, social media ads, mobile apps, text marketing, email, etc. Even conventional media channels like TV, radio, print, outdoor, etc. are also internet based now and are being transformed by digital marketing technologies.
As marketing campaigns become more digital, campaign testing and optimization has gradually shifted from market research to in-market A/B testing. While A/B testing is theoretically more real-world, it practically doesn’t help brands get the best messaging campaigns to market because 80% of A/B tests never reach a conclusion.
Marketers are realizing that the promise of A/B testing is difficult to realize for brands that are not heavily trafficked in digital channels and are turning to message testing market research to optimize their messaging campaigns before they are launched in the market.
message testing market research allows marketers to determine optimal content, offers, and marketing messaging before marketing campaigns are launched in the market. message testing market research is typically used to identify messages with the greatest customer appeal, prioritize messages from best to worst, get insights about why a message has high/medium/low appeal, and get ideas on how to improve messages.
A message testing survey allows you to test messages with your existing customers before they are launched in marketing campaigns so that you can anticipate how well the campaign will likely perform. Campaign message testing also helps brand teams optimize their campaigns and make improvements continuously while the campaign is live.
message testing market research can make or break a product and that is precisely why companies spend 10s of thousands of dollars on message testing. Today, messages are usually tested using real customers and real experiences to find a winning marketing message that people will connect with.
If you want to create powerful, compelling messages for your company’s product or services, message testing market research can be an invaluable tool.
But how does one go about message testing? Market researchers and marketers can pick from a variety of message testing market research methodology options to test messages before launch. Qualitative message testing surveys include personal conversations with customers in the form of focus groups, diads/triads, or even one-on-one interviews. These conversations can take place in person, on the phone, or in web chat rooms and are typically facilitated by an interviewer or moderator.
Quantitative message testing surveys involve the use of online surveys in which customers are asked to review messages and rank/rate them based on preference. More advanced quantitative message testing surveys include choice-based methodologies which expose respondents to a series of messaging choices and ask them to share preferences.
All message testing surveys have their pros/cons. Qualitative message testing surveys are excellent at diving deep into individual messages to understand the psychology behind each one. However, a qualitative message testing survey has significant limitations on how many messages can be tested and how long it takes.
Quantitative message testing surveys can test a lot more messages than qualitative message testing surveys but they do not allow for deep exploration of each message and don’t provide detailed drivers/barriers of appeal for each message. Quantitative message testing software is also not well suited to getting ideas from respondents on how to improve messages.
While many market research companies offer message testing market research, not all of them leverage advancements in science, technology, and algorithms. A new application in the market research industry, machine learning AI can result in significant improvement in message testing market research accuracy.
Trailblazers in the market research industry have come up with a 3-step message testing cycle that conducts primary and secondary market research, analyzes the data, and helps businesses optimize the messages. This ensures a significant return on investment, expansion into new markets, and increases profits.
Message Predictor
Why waste time and money on survey forms, identifying respondents, and doing a whole lot of fieldwork? message testing market research software can be programmed to analyze decision-making heuristics in the language and customized for each product/service category or brand. Instead of relying on weeks and months of surveys and analyses by humans, brands can now use message testing market research software to get even better results in just a few days.
Message Explorer
What are the hidden drivers of appeal for consumers that play a major role in the final decision that they make? message testing market research software can use the Wheel of Emotions and behavior rating scale to identify these mental triggers (decision-making heuristics). This allows marketers to use exact words/ phrases in the messages that will talk to dominant decision-making heuristics. A perfectly worded message can be a game-changer for any business!
Message Optimizer
What is the best message a business can use to increase conversion rates? Which channels should be leveraged for a particular customer segment? Unless you’re optimizing your messaging at every step in the message cycle, you cannot win in the marketing game anymore. Message Development can take your message from creatively strong to scientifically perfect. Message Testing can test your messages in a way to identify optimal message storyflow for omni-channel execution. Message Delivery can segment customers on more actionable variables and activate segment-based messaging with targeted precision. Message Performance can take campaign effectiveness analysis down to the message level and create a learning system to continuously improve messaging.
The call of the hour is to stay one step ahead of competitors without incurring additional expenses in the process. message testing market research can be simple, easy, fast, efficient, and cost-effective when you leverage the power of science, technology, and algorithms for a winning message testing cycle.
Share this Blog posts to your social media handles.
Newristics
18 July 2022
Share