Fields Of Expertise
Five situations where we can strengthen your message:
1. Advocacy messaging
Leading trade associations, advocacy groups, and think tanks hire us to measure how their messages are received, either by particular demographic or psychographic groups, or by the general public. Preliminary one-on-one, in-depth interviewing helps us get a deep, comprehensive view of how individuals look at the issue. Subsequent dial testing pinpoints which messages audiences agree and disagree with; focus group interviews with respondents helps us uncover the “why.”
Example: A trade association hires us to test a video of someone arguing for a particular initiative. Focus groups respond moment-to-moment to the speech using handheld dials. After showing the video, we discuss the parts they disagreed with, and then use that feedback to refine the messaging for a second round of testing. The trade association uses the market-tested language in its messaging and advocacy.
2. Organizational reputation research
A think tank looking to enhance its reputation among thought leaders in DC hires Presentation Testing to conduct dial sessions where respondents compare the organization to others of similar stature. The goal is to determine on which metrics the think tank scores below, and above, the others—and why.
Example: A think tank hires Presentation Testing to find out how it is perceived by DC elites. We ask respondents to score several think tanks on a variety of metrics using a zero-to-10 scale: perceived left/right bias of each organization, familiarity with each’s work, the quality of each’s materials, strength/weakness of each’s overall reputation, etc. Follow up discussions explain the scores and offer suggestions for how the client can enhance its reputation.
3. Participant education meetings
Providers of retirement, health, and insurance plans all require employee audiences to be interested and cognitively-engaged before convincing them to sign up for optional benefits. Find out whether audiences “get it” by using a real life group as a test.
Example: An employee benefits provider decides to roll out a new product. It spends months developing an enrollment presentation that will be seen by tens of thousands of prospects. To make sure that these individuals fully understand what this product can do for them, and why they should sign up for it, the company works with us to test and refine their enrollment presentation. This process boosts overall participation rates and increases the provider’s assets under management.
4. Home office (or wholesaler) messages to the field force
Does your sales force comprehend everything they need to in order to sell your product? Do they adequately know your competition? We can determine whether your presentations to your sales force are penetrating, and whether there are weak spots in your communications.
Example: An insurance company holding a three day retreat for top agents wants to ensure that the agents are getting the message about their competition. Presentation Testing conducts two dial tests: one to determine which information a group of agents understands most and least, and a second with another group to determine which information the agents value the most. This feedback helps us advise the client on the best ways to refine the presentation.
5. Mock trials
Trial consulting firms bring us in to determine, on a moment-by-moment basis, whether their client's opening argument is helping or hurting their case as the lawyer delivers it before a group of mock jurors.
Example: A trial consulting firm asks us to help its client—a leading defense attorney—determine the lowest level of damages a mock jury will accept in a medical malpractice case. With the dials, we gather the visceral reaction of mock jurors as each of 10 injuries is described, along with the amounts the defense attorney claims the plaintiff should pay his client for each injury. If a particular amount is too high or too low, we know it immediately.