Message Testing

Message testing analyzes potential customers’ reactions to proposed or alternative message options (often about products or services).

Message testing aims to reduce the risk of promoting messages that cause undesirable or unintentional reactions. Often done using qualitative methods, but also commonly using survey research.

Market Research Decentralization: Power to the People
A decentralization approach has the potential to boost research credibility AND also address the issue of rogue, unsanctioned, DIY research. We all know there are plenty of bad questionnaires going out these days (though many come from “professionals,” too). Clearly, more non-researchers WANT to do research. They want fresh insights. They want involvement in the process. So let them! With some intelligent policies, access to resources, and training, we can have the best of both worlds: quality research and greater research ROI.
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