Business Challenges / Messaging
"Research is a process where you can spend a lot of money and come up with zero. Isurus guides me quickly through the key decisions, helps me avoid the pitfalls, and makes sure I walk away with high-value implications."
-Vice President of Marketing, Enterprise Content Management System Provider
Messaging research is conducted at various points in the development and execution of a marketing campaign:
- In the early stages research is used to identify the value propositions that will underlie future messaging
- In the development stage research is used to increase the likelihood the messaging executions will:
- Connect and resonate with the target market
- Convey the desired message, attributes, call to action, etc.
- Break through the clutter
- After a campaign is in the market, research is used to track the effectiveness of messaging in meeting its objectives
Messaging research typically explores the following dimensions:
- Market pains, motivators and unmet needs
- Brand perceptions of the competitive set
- Interpretations and inferences the market takes away from value propositions or creative
- Appropriateness of tone, imagery, etc.
- Clarity and resonance of taglines and body copy
- Characteristics such as credibility, uniqueness, standout, associations, and likeability
Messaging research uses qualitative and quantitative approaches depending on the stage in the development process that research is being used:
- Qualitative research (e.g., focus groups and in-depth interviews) is the most common approach used to understand how and why people react to a value proposition, copy or creative execution. Qualitative research often includes projective techniques, homework, and individual exercises to get beyond the cognitive evaluation of the messages.
- Quantitative research (e.g., online or telephone surveys) is used to test the concept/messages in order to identify which one will perform best in the market. Quantitative research is also used to track effectiveness by providing pre-and post-campaign metrics.
The typical insights gained from messaging research include:
- The value propositions that resonate with the market
- The underlying drivers of market reactions to messaging
- The appropriate tonality and language to use
- The types of claims the market finds credible and believable
- Metrics for evaluating campaign effectiveness