- Validation Division
- Validation Process
- Validation Study Types
- Market Understanding
- Brand Potential
- Communications
- Pack Testing
- Advertising Testing
- Message Testing
Communications:
Message Testing
About
As a pharmaceutical brand gets close to launch, it is essential to ensure that the right messages are getting through. Message testing is often conducted qualitatively, but a quantitative test of a limited number of messages is also an option.
How we can deliver
Typically, perhaps 10 to 12 messages are tested in a quantitative message test. Within the questionnaire, the product would be introduced to respondents and then the messages assessed for relevance, motivation and clarity.
The questionnaire may be set-up in a conjoint format, or as scales. If scales are used, it is important to get some measure of preference between messages – otherwise it becomes very difficult to compare independent samples (such as between countries).
It is also important to ensure that the messages are relevant for the key target segments for the brand. Messages may be varied according to target segment.