Do you ever develop quantitative insights for testing messaging (e.g. via survey, other)?

Answer

7 Answers

Market Research Platform and Solutions Product Marketing Message Testing

Sophia (Fox) Le

Glassdoor Director, Product Marketing • 3y

Yes! Glassdoor, under the leadership of Bonnie (Head of Market Insights), established two market research online communities (MROC): one for consumers (B2C) and one for customers (B2B). We regularly field message tests to these two research communities to get quick, detailed feedback on messaging. This is what Bonnie had to say about MROCs: MROCs make message testing easy, efficient, and effective! Once your online community is fully recruited, you can send them a survey and usually get a suffic ...Read More

4,064 Views
Kevin Garcia

Anthropic Product Marketing Leader • 5y

100%. It’s a great option when you either 1) don’t have a direction and need to narrow your field of view or 2) you have very similar finalists for messaging and are hoping to choose a winner.

Note that surveys rarely have crystal clear results. You’ll still need some amount of qualitative or other insights to help you make a final choice.

974 Views
Dee Dee Wolverton

Udemy Product & Instructor Marketing, Director • 4y

Yes! We can and we do - surveys, interviews, localization checks, experimentation, and instructor advisory boards. Some of these are a heavier lift than others, so it’s important to ensure you are really thoughtful to marry the content and desired outcome to the testing approach, to ensure you can glean as much actionable data as possible.

824 Views
Katie Levinson

MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 4y

Sure do! I like to start with some qualitative research first to help get at any nuances in messaging, especially across different audience segments. Then, run a survey (max diff is a great technique) to understand what resonates most with your different segments. If you also have the budget and/or time, running your messaging by focus groups is another good option, so you can get a deeper understanding of their reactions and sentiment.

600 Views
Morgan (Molnar) Lehmann

SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 4y

All the time! Again, I'm lucky to be a product marketing leader working on a market research product, so I have unlimited access to our own message testing solutions. We approach quatitative message testing a couple different ways: - Our live marketing assets provide a great testing ground for messaging: you can A/B test things like ad copy and email subject lines and copy. Click-through rates can be a great indicator of what resonates. (Keep the visuals the same so you know results are only rel ...Read More

591 Views
Div Manickam

Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y

This is something we would like to get better at within our team. We aspire to be persona-led and data-driven, but don’t have processes/tools in place to perform the right testing for messaging and positioning. Today, we are able to test messaging and positioning with the sales teams(joining customer calls for customer feedback), Customer advisory board. We have identified champions across sales, presales, etc. for focus areas or use cases (by solutions/products/industries) to help us test the m ...Read More

1,108 Views
Paul Rudwall

Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 2y

Yes, we aim to gather quantitative feedback whenever possible. While I don't believe it's necessary for great messaging, it can complement existing efforts and help reduce the risk of bias interfering with your messaging. There are really two areas that my team thinks about research: Market Research: Gathering data, either from 3rd-party sources or from customers, in order to identify market opportunities to pursue in your GTM strategy and product development. Messaging Research: Gathering input ...Read More

1,837 Views