Message Testing in Surveys

Product quality and customer service are both important aspects of creating a successful business, but they are certainly not the only considerations your company needs to make if its goal is to remain profitable in today's unfriendly economy. How you market your company is extremely important, especially for attracting new customers, and in order to market your company correctly you need to make sure that your marketing choices are those that will attract more buyers. Survey research can help with this, using a type of market research known as "message testing." Message testing involves deciding on a host of different ideas for how to market your company and trying to discover one that best gets your message across with buyers in a way that will generate business.

Message testing can be completed in a variety of ways. But the key goal of message testing is to look for ways to complete the following: Message Memory – You first want to make sure that you're using a message that stays with the consumer. You want your message to have an effect on their buying habits, and that means that it has to resonate with them in a way that most messages will not.

Even the best slogan, jingle, or direction your company takes may not have a lasting effect. Testing can help you establish this. Competition Testing – You also want to make sure that your message makes you appear different and better than your competitor's messages.

You'll need to find out how to develop a message that truly attracts buyers away from other competitor choices, or sticks with them long enough to have an effect on their buying habits. Company Vision – You also need to find a message that fits with how you want people to view every aspect of your company. You don't want your message to look like it only affects part of your business.

You need it to resonate with as many potential customers as possible, so that you don't need to market separate messages to get different customer segments. Customer Expectations/Wants – Finally, you need to develop a message that makes customers want to try your products and services, and attracts them to you. It's not just about resonating.

It's about developing a message that really lasts and provides a positive impression. Only by message testing can you successfully create a message that will generate you business. Find the right message, and you'll be able to attract more customers and improve your profits.