Message Development
Developing Optimal Messages and Graphic Elements
The HCD Message Optimizer™ tool, harnesses the power of sophisticated quantitative methods to help marketers develop and improve product messaging and graphics.
The HCD Message Optimizer is comprised of a three-phase research process that employs a hybrid conjoint analysis design, which determines the value that members of a particular market segment attach to various messages and graphics.
In the initial phase, groups of respondents evaluate numerous messages and graphics that were obtained from the product management team, competitive advertising and other research.
In stage two, respondents help screen out messages that appear ineffective in communicating product benefits. In the third and last phase, the remaining individual elements of the message are evaluated as part of whole message concepts. The value that is assigned to each concept, as well as the derived value of each individual part of the message, is mathematically determined.
In addition to providing a relative ranking of each message element, the HCD Message Optimizer tool allows marketers to conduct computer simulations, which enables users to manipulate all of the elements to determine the optimal overall message for a product. For example, users can perform "what if?" scenarios to determine how changes in message elements affect consumers' and influencers' behavior.
The HCD Message Optimizer tool allows advertising and marketing personnel to more quickly determine the optimal combination of messages for promoting their products to target markets.