Evaluate and improve copy and messaging on packages, advertising, and other types of marketing communications.

MMR conducts tests to evaluate and improve copy and messaging on packages, advertising, and other types of marketing communications.  The data from this testing helps our clients to improve packages or ads prior to introduction, and to choose among alternatives under consideration.

In a copy or package test, consumers are typically shown the package or ad, and provide feedback about it.

MMR generally suggests that the testing match marketplace conditions as much as possible.  Much of the testing occurs online, but it may also occur in person as well.

When conducting these tests, MMR measures variables such as:

  • The messages that the consumer takes away from the ad or the package, including the functional and emotional benefits that the ad or package conveys.
  • Whether the ad or package is believable, memorable, or interesting.
  • The likelihood to purchase the product or service based on the ad or the package.
  • How the ad or package is perceived relative to competition (i.e. whether it is seen as better or worse than competitive products on price, quality, and other attributes).

MMR has decades of experience covering a wide variety of product and concept tests.  To learn more, please contact MMR.

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