Delivering High-Impact Messages to Key Customer Segments
Clear, consistent messaging across ad campaigns, logos, sales presentations and Web sites provides the foundation for a solid brand. BioInformatics offers Message/Logo Testing to measure the effectiveness of communications with current and potential customers. We can compare the impact of different types of messaging to the same market, or determine how to adapt a message to appeal to 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)