Elevating Business Internet Messaging
Our client sought to refine the messaging around their business Internet solutions. The goal was to test approximately 20 innovative messages to identify which resonates most strongly with business decision-makers. This initiative also aimed to evaluate these new messages against the backdrop of existing competitor messaging, seeking insights into competitive positioning and effectiveness.
Our exploration utilized a MaxDiff methodology to pinpoint the message that most compels business decision-makers to seek further information about the Internet solutions offered. Alongside the MaxDiff analysis, respondents assessed up to four messages across a suite of secondary KPIs, including uniqueness, relevance, and believability, providing a multi-dimensional understanding of message impact. This comprehensive approach also integrated an analysis of approximately five competitor messages for comparative insights. A distinctive highlighter exercise was employed, inviting decision-makers to mark words or phrases that were particularly appealing or unappealing within the messages.
This strategic research highlighted the message with the highest appeal and superior performance across all tested secondary KPIs. The highlighter exercise emerged as a crucial tool, revealing specific words and phrases that resonated positively with business decision-makers, as well as those that might be perceived negatively. These insights are instrumental in refining messaging strategies to align more closely with the preferences and expectations of the target audience, setting a new standard for effective business communication.
