The goal of marketing in its simplest form comes down to getting the right message, to the right people, at the right time. If you’ve figured out a way to do this, congrats, you win! Getting there or understanding how to get there is often the challenge. There are two main ways to test the effectiveness of a message. Let’s take a look at the two different types of message testing and when you might use them.
In our latest edition of the MRXMinute we touch on the two different types of message testing. Watch and enjoy.
Evaluative market research, commonly known as copy-testing, is where produced ads are tested with consumers to really understand the motivational power of the ads. It’s often the analysis of an ad prior to it being aired. This form of pre-testing will help indicate whether an ad carries a strong enough message to be deemed useable by the company, and if not, where the ad’s effectiveness can be increased via editing.
Where we really get excited is with developmental research. Very early on in the process, different messaging components are tested before a lot of dollars are spent on production. The output of a developmental research platform is what one creative director called a “Creative brief on steroids”. It’s a platform that allows the creative team to actually develop messaging that has predictive power in terms of motivating consumers.