Message Testing
The Message and Communications Testing process begins with creative stimuli and copy and ends with a refined message. Quantitative research plays an important role to ensure message effectiveness by eliciting consumer feedback on appeal, relevance, and call-to-action.
W5’s approach to message testing provides multiple viewpoints on stimuli through a proto-monadic survey design where copy variations are assessed independently and randomly before comparative questions are asked. The result is dual perspectives on clarity, appeal, relevance, and call-to-action of each stimulus, providing context and support for winning concepts.
The goal of message and copy testing is to illuminate the best path forward for marketing and advertising.
“W5 has always looked at the best way to review creative to help us inform changes for next year, which usually includes question writing but also overall questionnaire flow. Our findings inform our creative brief for next year's advertising. W5 is on top of their timelines. They stay on track, and keep me honest in a kind way at the same time! Very respectful and responsible partner.”
- Consumer Insight Strategist, Y&L
The goal of Message Testing is to illuminate the best path forward for marketing and advertising. Armed with this insight, you are better positioned to:
Select a message or set of messages that will resonate based on a reliable, robust analysis of a large set of target consumers
Inform nuanced creative decisions around specific copy, imagery, media channels, and so forth
Address hypotheses and outstanding questions about how best to communicate brand strengths, differentiation, and relevance
Connect with us to learn more about W5’s Message Testing capabilities and how we can support your team.
Explore
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See the case study here.
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