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What is comms testing research?

Comms testing research, also referred to as communication testing research, is a crucial component of market research. It focuses on evaluating the effectiveness of various communication strategies, messages, and media channels. Comms testing involves gathering feedback and insights from target audiences. By doing this, marketing professionals can assess how well the communication resonates with them, whether the messages are understood, and whether they drive the desired action.

Comms testing
Shaun Austin Head of Media 30/07/2023

What is comms testing research?
Comms testing research, also referred to as communication testing research, is a crucial component of market research. It focuses on evaluating the effectiveness of various communication strategies, messages, and media channels. Comms testing involves gathering feedback and insights from target audiences. By doing this, marketing professionals can assess how well the communication resonates with them, whether the messages are understood, and whether they drive the desired action.

What is the purpose of communication testing research?
Comms testing research provides organizations with information that can improve communication efforts and optimize messaging. The goal is to be able to make informed decisions that enhance marketing, advertising and public relations strategies. The best way to do this is through understanding how a target audience perceives and responds to different communication materials. This includes asking questions about the clarity and impact of communication messages and whether the intended message is effectively conveyed and understood.

How do you conduct comms testing research?
There are two main ways to carry out communications testing:

  1. Quantitative research – surveys or experiments – gathers data on a larger scale and provides statistical analysis to validate findings.
  2. Qualitative research – such as interviews or focus groups – provides rich insights into the perceptions, attitudes, and emotions of the target audience.

This enables marketeers to gather feedback on the clarity, relevance, and overall impact of the communication materials. This feedback helps organizations refine messaging to ensure it achieves the desired goals.

How communications testing can help you select the right media channels
As the number of communication channels increases, so does the need for businesses to identify the most effective channels to reach their target audience. Comms testing research helps determine which media channels are preferred. By understanding media consumption habits and preferences, organizations can allocate resources more efficiently.

How can comms testing help you measure campaign effectiveness?
Measuring the overall impact and effectiveness of communication campaigns is critical to understanding brand awareness, brand perception, purchase intent, or behavior change. This helps to determine return on investment (ROI) of marketing activities and identify areas for improvement.

Summary: why communications testing research is important for marketing
Comms testing research helps organizations improve communication efforts. By evaluating messaging clarity, assessing media channel suitability, and measuring campaign impact, companies can refine their communication strategies, engage their target audience more effectively, and achieve their desired objectives.

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