Communication Test

Also known as: Message Testing, Communication Research, Copy Test

Research evaluating whether a communication piece's message is understood, believed, and relevant to the target audience.

A Communication Test (or Message Test) is a research methodology evaluating whether a communication piece—ad, packaging, brochure, landing page—effectively communicates the desired message to the target audience: Is the main message understood? Is it believed? Is it relevant? What other unintended messages are being communicated?

It is especially critical for: launching new products with innovative value propositions requiring consumer education, brand positioning changes, communication of technical benefits that may be confusing, and evaluation of marketing materials for culturally specific markets.

Atlantia combines Communication Testing with Claims Testing to ensure both the overall message and specific promises are effective before investing in production and distribution.