New Service to Assist with Product Messaging
June 25 2003
Pharmaceutical and healthcare research agency Ziment has launched MESSAGEZ ('messages'), a new addition to its suite of market research approaches for product and business development managers launching and re-positioning products.
Ziment is based in New York City and is the global healthcare research brand for The Kantar Group, the Information and Consultancy Division of WPP.
MESSAGEZ approaches product launch and re-positioning in several distinct stages:
- it assures the creative process starts with the largest set of message elements available
- it differentiates among these elements using a paired comparison technique to establish a prioritized list of message elements such as product benefits
- critical characteristics of the product messages, such as appeal, motivation, uniqueness and believability are separated out using a quantitative decision modelling technique to assess all possible message combinations.
- qualitative execution testing is used to determine the most compelling message for the market, which ensures that brand teams are working from the strongest possible message platforms.
The new approach is part of a group of research optimization services known as 'COMPOUND-to-PROFIT'.
According to CEO Howard Ziment, 'The messaging process is an area where brand teams and their agency partners have historically invested many hours debating the strengths and weaknesses of a product's message. What the MESSAGEZ approach does is qualify, or even eliminate, much of that debate so product directors and agencies can spend more time and energy being creative'.
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
