MaxDiff for message testing
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MaxDiff shows small sets of messages and asks which is most and least convincing, repeated across combinations. It produces a clear ranking even with many claims, because respondents cannot rate everything highly.
How to test a value proposition
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Write each value proposition in one or two sentences stating the benefit and who it is for, then measure relevance, clarity and difference from alternatives. Ask respondents what they think the product does, to check the message is understood as intended.
Claim testing vs claim substantiation
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Claim testing checks whether a claim persuades, while substantiation proves it is true and legally defensible. You need both: a convincing claim you cannot support creates legal risk, and a supported claim nobody believes wastes the media plan.
Ad pre-testing
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Ad pre-testing shows a draft ad, storyboard or script to the target audience before production or media spend, measuring comprehension and persuasion. SmartInterview can show the ad as an image or text and ask respondents what they took away from it.
How to measure message credibility
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Ask how believable the message is on a scale, then ask what would make it more believable. Low credibility usually points to a missing proof point, an exaggerated number or a claim that sounds like every competitor.
Testing messages with different audiences
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Split results by the segments the campaign targets, such as current customers and prospects. A message that reassures existing buyers can sound generic to newcomers, and quotas per segment keep each group large enough to compare.
Message testing vs A/B testing
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A/B testing measures behaviour on live traffic and needs volume and time, while message testing asks the audience directly before launch. Use message testing to shortlist the strongest claims, then A/B test the finalists in market.
Packaging copy testing
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Packaging text is read in seconds on a shelf, so show it as it appears on the pack, not as a sentence in a survey. Ask what respondents remember and which claim would make them pick the product up.
