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Message Testing

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LEGER
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Consumer Opinion Services
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What is Message Testing?

Message testing is used by marketers to test out different variations of marketing messages before the best one is selected. It helps determine which messages resonate with the target market and are likely to drive the most sales. Factors such as the tone of the messages, the choice of words, and the way the message can engage its audience plays a huge role in the impact the messaging can create.

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Why is Message Testing Important?

Message testing can help answer many questions regarding the quality and effectiveness of a message. Message testing can prove to be invaluable in collecting information that facilitates the creation of compelling and powerful messages that you customers can connect with. 

Message testing helps marketers understand the following:

  • Message memory
    • Message testing gives you an idea of how memorable a message is. You want your message to have a strong impact on your target market’s buying habits, and you want it to be unique and memorable. Testing can help establish whether your message has these qualities, or whether it’s not having the desired impact on customers.
  • Competition testing
    • You want your messages to be different and better than your competitor’s in order to attract buyers to your products/services and away from competitors. Message testing can help with this, and determine whether your messaging is superior to your competition’s.
  • Company Vision
    • You need to ensure that your messages are congruent to the way you want people to view your organization. Message testing can help determine whether your messages are able to do so within your target market.
  • Customer Expectations 
    • The final aspect to consider is whether your messaging can successfully attract customers to you and make them want to try your products/services. Message testing allows marketers to determine whether their messages are memorable, and can provide a positive impression on their customers.

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Framing Message Testing Questions

These are a few key areas around which message testing survey questions are framed around:

  1. Customer Benefits: Ask questions that obtain information on whether the messaging conveys the benefits of the product/service to customers. 
  2. Interest/hook: Does the messaging strike interest within the audience making them want to keep reading? 
  3. Language: You should avoid having questions with complicated jargon that customers may have difficulty understanding.
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FAQs on Message Testing

Answer: Message testing provides feedback on messages to help determine whether they’ll be effective when actually used in marketing. This allows marketers to optimize their messaging to meet their goals. Additionally, message testing helps create and refine messages that resonate with customers best.

Answer: Message testing uses surveys to determine the most effective marketing message. Concept testing, on the other hand, uses surveys to evaluate new ideas, products, or concepts by your target audience before making it known/available to the public.

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