Marketing Research Strategies Positioning and Messaging Framework Evaluation

What We Do

Positioning & Messaging Framework Evaluation

Any elements of your messaging framework can be tested qualitatively and/or quantitatively.

Marketing Research Strategies brand promise

BRAND PROMISE

Marketing Research Strategies mission

MISSION

Marketing Research Strategies elevator pitch

ELEVATOR PITCH

Marketing Research Strategies key messages

KEY MESSAGES/BENEFITS

Marketing Research Strategies positioning statement

POSITIONING STATEMENT

Marketing Research Strategies tone of voice

TONE OF VOICE

Marketing Research Strategies pillars

PILLARS

Marketing Research Strategies proof-points

PROOF POINTS/REASONS TO BELIEVE

Using statistical techniques, overall messaging elements can be evaluated relative to their preference. This allows you to determine which ones to choose or accentuate in your messaging strategy.

In this fun hypothetical example, with five different messages tested, it’s clear that the “Tastes Great!” messaging is the preferred choice by the target audience.

Tastes Great
177
Less Filling
115
Fewer Calories
83
Makes Me Run Faster
75
My Friends Love It
33
It's Affordable
17
Below Average
100
Above Average

Potential positioning statements or messaging can also be decomposed and evaluated according to which parts are found most appealing and least appealing by highlighting phrases that stand out. The output shows the frequency that a phrase or words are selected, with color and size moving proportionally to illustrate preference.

Example of how a Positioning Statement would be parsed:

"Powerful words or phrases that stand out and resonate with your audience.

Words or phrases that are somewhat appealing, but don’t really stand out or make an impact.

These words or phrases are the least appealing and contribute least to the overall message."

22

Marketing Research Strategies powerful words
8