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Custom Research Solutions

Staying on Message With Your Customers

Delivering High-Impact Messages to Key Customer Segments
Solid messages are the basis for ad campaigns, sales pitches, Web sites, and many other communication outlets. In fact, the message about your product or brand is the most fundamental element of nearly every sales, marketing, and communication endeavor your company undertakes. BioInformatics offers Message Testing to help companies remove doubt about the effectiveness of communications with current and potential customers and to ensure their messaging program is consistently effective across different customer segments.



			Case Study: Are we communicating the right message? As part of a leading life science supplier’s advertising campaign assessment, BioInformatics conducted extensive message testing to ensure that our client was on the right track by customers' perceptions. We evaluated the feedback of hundreds of life scientists using our messaging statistical techniques. Results indicated that our client had adequately assessed the marketplace and was perfectly on message concerning their product. The market validation and peace of mind gained from the study allowed our client to continue with a high-impact marketing campaign. They garnered greater support from their firm with the knowledge that they were reaching customers with the validated best message.

Understanding Message Testing
The parameters of Message Analysis vary widely and are based upon the marketing goal or desired outcome of the test. In many cases, companies simply seek to understand which messages will be most effective in a particular segment. Other situations warrant testing a specific message to gauge its effectiveness in comparison to other potential messages. In either case, message testing utilizes the same basic statistical procedures to produce results:
Mean – used to assess stated like or dislike of a message
Standard Deviation – indicates credibility or variation in message acceptance
Correlation – used to tie messages to the response each message should invoke
Multiple Regression Analysis – discovers how multiple messages link to a particular outcome

These analyses are combined to provide insight into which messages have the most credibility, popularity, and impact on positive (or negative) behavior change. Testing messages with actual audience members takes the guesswork out of how your communication strategy will play out in the market. (Graph below)

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Delivering Results
Based upon BioInformatics’ Message Analysis, our client launched a major advertising campaign using the exact messages we tested. The campaign—one of the most widely recognized in the industry—was built around a message that research indicated would resonate with a diverse audience. Our research was on target and the client continues to enjoy the prosperity of its ad campaign!

Message testing helps prevent harmful marketing side effects by assessing the impact of potential messages and providing conclusive results about which messages are best for particular audiences.

To get more information on BioInformatics' Message Testing or to discuss further details of your potential market study, please contact us at 703.778.3080 ext. 12 surveys@gene2drug.com.