Message Development
We work with agencies and brands in the development of communications and can support your insight needs at any stage. We often recommend qualitative research for message optimization before moving forward to quantitative testing.
We use a proven testing framework that includes key dimensions (Motivation, Appeal, Clarity, Relevance, Believability, Recall, Uniqueness, Brand Linkage, Memorability) to gauge effectiveness of potential messaging and identify strengths and weaknesses of communication elements. Based on audience feedback, we will suggest specific opportunities to improve and optimize the communications as well as recommend a prioritization based on effectiveness across executions or between campaigns or territories.
For final stage quantitative testing, Russell Research’s Visual Optimizer tool identifies the impact of individual elements within creative executions to provide direction for the optimization of creative for maximum effectiveness. Visual Optimizer uses conjoint analysis, which is traditionally a text-based method, and executes it from a completely visual perspective. This validated and long-used methodology provides deep confidence in study findings.
