Market Street Research uses a combination of qualitative and quantitative market research methods to test potential messages and/or names organizations are considering.
We might begin with focus groups with consumers in order to get an in-depth understanding of how consumers think and feel about potential messages or names. In doing so, we regularly find that consumers have unexpected (and negative) responses to messages and names. For example, we once tested a series of messages for a non-profit organization that included a statement that the service they were offering was free. Consumers reacted very negatively to that statement, expressing concerns that a service that was offered for free couldn’t be of high quality and could attract “the wrong people.” We were able to test and identify alternative messaging that elicited a positive response from consumers.
We can use the results from the qualitative research to design a quantitative study in order to measure which messages or names resonate most strongly among consumers overall as well as within specific target markets, such as Millennials. One analytic technique we use in testing messaging and/or names is the MaxDiff analysis, in which we test a variety of drivers of preference or marketing messages, so clients can understand which are the most relevant and meaningful to consumers.
With the MaxDiff approach, we can test a series of messages or names in groups of four, and respondents are asked to choose the most and least appealing message or name out of the four. The result is data about the messages or names which is used to understand the relative appeal of each and determine the optimal combination of messages or names for your customers and prospects.