Message Testing: Core Message Testing
Development of effective messaging is an iterative, emotional, and cognitive process of defining and testing the fundamental building blocks of an overall marketing communications strategy.
Qualitative core message testing typically involves focus groups and/or in-depth interviews (IDIs). Through a series of exercises and discussions, we reveal both the rational and the underlying emotional dimensions of core messages. The results show which core messages and message elements work and which do not, and more importantly, why. Core message testing can address questions such as:
- Is the message perceived as important and meaningful?
- Is it unique in a way that is effective in differentiating your brand in the marketplace?
- Is the message appealing and communicated effectively?
- Is the message congruent with your brand positioning and image?
- Does the message address the needs and concerns of key constituencies?
For more information on W5’s other message testing capabilities, please see Campaign Reviews and Qualitative Copytesting.