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Message Development and Testing

Just as with positioning, brand teams have a choice in messaging between developing internally and testing in the market through research, or to use research techniques in which the respondents themselves help to build messaging; either can be appropriate depending on the circumstances.

For market based message development we offer a range of proprietary techniques, including Storyboarding and Envisioning as well as conventional techniques such as projective exercises, forward and backwards translation and laddering.

When it comes to message testing we use techniques which conform closely to the way the brain works in forming long term memories and attaching emotion to memories so that they are most relevant and easy to recall. Our understanding of modern neuroscience is deployed to ensure that message testing is relevant, meaningful and provides solid guidance.