Aim for your most critical audience(s), with a small control cell of the general market when possible.

To evaluate various themes and tones within a messaging framework. In certain cases, testing reasons to believe (RTBs) that can be used as proof points.

This research should be conducted once positioning has been finalized and before bringing a product or marketing campaign to market.

To identify the optimal way to message your product positioning, differentiators, and reasons to believe in a way that will resonate with your target customers.

By testing messages within a messaging framework in a true monadic or sequential monadic format, across a variety of key metrics. Additional methods may be applied depending on messaging context, and “real-world” mock-ups may improve accuracy.