Message Testing
Research-based evaluation of communication effectiveness with target audiences before full campaign deployment.
Definition
The systematic process of evaluating how target audiences receive, understand, and respond to proposed messaging before widespread implementation.
Utilizes focus groups, surveys, and other research methods to refine messaging for clarity, impact, and cultural sensitivity.
Why It Matters
Prevents costly communication missteps by identifying messaging that confuses, offends, or fails to resonate with intended audiences.
Increases campaign effectiveness by optimizing messages based on actual audience feedback rather than internal assumptions.
Examples in Practice
A bank testing loan advertising messages with different demographic groups to ensure clarity and avoid discriminatory language.
A food brand evaluating health claims with consumers to verify understanding and credibility before launching wellness campaigns.
A political candidate testing policy position statements with focus groups to identify persuasive language and address concerns.