\nIt\u2019s not what we say that counts, it\u2019s what they hear\u2026 It\u2019s not what we show them, it\u2019s what they see\u2026<\/h4>\n<\/blockquote>\n<\/div>
QUALITATIVE COMMUNICATIONS TESTS<\/h3>\n<\/div><\/div><\/div><\/div>
Do They Understand It?<\/strong>\u00a0This simple question is both the rationale and the starting point for a communications test. The communications test is often the quickest and most cost effective method for determining which of several creative approaches best delivers your intended message.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
HOW THE CONSUMER INTERPRETS YOUR MARKETING MESSAGE<\/h6>\n<\/div><\/div><\/div>
Asking the Right Questions<\/strong>\u00a0The foundation of the communications test is a simple diagnostic interview that goes straight to the core of how marketing concepts are communicated and how consumer beliefs are formed and modified. \u00a0Through a series of broadly phrased, open-ended probes, a communications test progressively reveals:<\/p>\n
\n
- What (if anything) is being communicated to the consumer and how well those messages are being understood \u2026<\/li>\n
- What attributes, characteristics or traits (if any) are being associated with the product or service via the marketing materials \u2026<\/li>\n
- Are those attributes compatible with the consumer\u2019s core beliefs about the product or service?<\/li>\n
- Is the message relevant; is it perceived to be distinctive?<\/li>\n
- Does the overall message engage the consumer in a positive manner\u2026?<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div>
AN ELEMENT OF THE LARGER CREATIVE PROCESS<\/h6>\n<\/div><\/div><\/div>
Rough Copy, Illustrations, Storyboards, Work-in-progress\u2026<\/strong>\u00a0You don\u2019t need finished creative materials to conduct an informative communications test. In fact, the creative process is often best served by exploring work in progress to see which copy approaches, graphic elements, tag lines or visuals show the greatest promise for best communicating your intended message.<\/p>\n<\/div><\/div><\/div><\/div><\/div>