Market Research and Analysis to support Successful Messaging Development
Audience messaging analysis comprises Competitive Messaging, which typically uses secondary sources and online information tools to review the competitive messaging landscape, and Message Testing, which typically uses original research to build or refine messages.
Competitive Messaging
One of the more strategic uses of media analysis and market research is developing a rigorous understanding of the “messaging space” in which brands operate. There is little point in basing campaigns around topics and messages that (a) are not salient issues and (b) are already strongly associated with competitor brands. Redshift have developed a “messaging space” methodology for understanding audiences, which can be used as part of the strategic development of PR campaigns. The methodology uses a combination of desk research and online sources, and can also be combined with original research to measure brand saliency and stakeholder opinion. See Redshift's approach to media analysis and monitoring techniques.
Message Testing
A basic rule of communications is that you cannot say everything to everybody. It is vital to choose an audience and limit the number of messages. Market research activity can play a critical role in (a) understanding what messages are resonant and (b) refining the phrasing and delivery of messages to ensure they are most appealing, persuasive and understood. Focus groups, online groups and forums, or telephone depth interviews typically form the basis of research techniques to underpin message testing.