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 to identify the optimal way to conveying a
marketing message when promoting a new or existing product or service. (

• Why 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.

• When is it performed?

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

• 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.

  • A/B testing:

    tests an “A version” of a marketing message versus a “B version” of the message where there is one changing variable.

  • Multivariate testing:

    Similar to A/B testing, but involves testing multiple changing
    variables.