What is Message testing?

Message testing is a research process that allows a company to analyze different variations of marketing messages to determine which are most effective and have the highest level of impact on a target audience. Message testing helps a company identify the optimal way to convey a marketing message when promoting a new or existing product or service.

Why is it performed?

Message testing research is generally performed when there may be an existing product in the market with strong competition and the manufacturer aims at providing certain improvisations on this product/ application. The marketing message in such cases is designed to understand if the added services would cater to the existing unmet needs.

When is it performed?

With the growing competition in the medtech industry, it is imperative to ring the right bells with the customer that is, convey the right message to the client when promoting your product/ service, lest risk losing a potential or existing client.

How is it performed?

Message testing research leverages both qualitative and quantitative approaches to arrive at the messaging that resonates the most with a target market. The two main types of testing generally used are A/B and multivariate methodologies.

1. A/B testing – tests an “A version” of a marketing message versus a “B version” of the message where there is one changing variable.
2. Multivariate testing – Similar to A/B testing, but involves testing multiple changing variables.

Qualitative Research 🡪 Qualitative research allows a company to explore message acceptance, message gaps, message differentiation, and willingness to adopt.

Quantitative Research 🡪 A qualitative approach is typically followed by a quantitative study In order to capture insights on the message clarity, effectiveness, differentiation, end user associations, and preferences.