“Anyone who launches new products will immediately appreciate the power of this resource to influence design direction, target appropriate price points, and select materials with high consumer appeal. What I love most is that it facilitates open and powerful discussions across the marketing, design and business teams. It minimizes reliance on “the gut feel” of just one individual in an organization and helps create a unified vision for success.”
Either conducted with or without visual advertising, communication tests are means by which to test whether an intended message is actually received and understood by a target audience. While different contexts require somewhat different approaches the general questions answered in a communications test are:
- Was the message received?
- Was the message understood as it was intended to be?
- Was the message believable?
- Was the message compelling? That is, will the target consumer adjust their behavior after having been exposed to the message?
- We recommend a high bar for communication tests. We believe that new communication attempts should be tested next to existing means of communication and that new means should only be adopted if they are proven to be statistically more compelling than existing messages.