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Optimising Your Messages
Crafting the Perfect Messages for Maximum Impact
Crafting effective brand messaging isn’t just a creative challenge, it’s a strategic one. With so many messages competing for attention, even strong campaigns risk losing their impact if they don’t align with how people actually respond.
Our message testing framework provides data-driven clarity, helping you focus your spend on messages that drive ROI and long-term brand growth.
When Messages Miss the Mark
Brands today face more noise than ever. The wrong message doesn’t just fall flat, it drains budget, blurs perception, and fragments consistency.
But when your communication strategy aligns with real consumer priorities, every word earns its place.
Our Optimal Message Strategy blends behavioural science and message effectiveness testing to pinpoint what truly moves people, from instinctive reactions to rational choices.
The result? Sharper campaigns, higher media efficiency, and creative that resonates across channels.
Insight Into What Your Messaging Really Delivers
These insights empower brands to communicate effectively, ensuring each message maximises its impact in the marketplace.
Message Effectiveness
Identifies which individual messages resonate most strongly with consumers, influencing purchase behaviour and perception.
Audience Reach
Assesses the potential reach of each message, determining how widely it will have a positive impact across your target demographic.
Optimal Message Combinations
Recommends message combinations that achieve the greatest audience reach and impact, balancing diverse messaging objectives like product benefits, brand heritage, initiatives, and innovation.
Here’s how one request sparked a smarter approach to message optimisation:
Diageo approached us with a specific request: to replicate a piece of messaging research they had seen, which used MaxDiff and TURF analysis to evaluate consumer preferences.
The Challenge
Our previous experience in comms evaluation (especially ensuring that the message not only lands, but also has a positive and lasting impact on brand and product perceptions) meant that we quickly spotted opportunities to build on the suggested methodology.
The existing approach risked identifying the “tallest dwarf” – the “least bad option” among a set of choices without truly understanding their impact.
The Result
We took this as an opportunity to reimagine the task. By incorporating elements of believability, relevance, and implicit testing, we built a more holistic approach that could provide richer insights.
Diageo hadn’t initially challenged us to innovate; they had simply asked us to execute. But by questioning the gaps in the existing methodology, we transformed the project into something far more impactful.
This relatively new solution is now being applied across a wide range of communications challenges where there is a need to optimise consumer reach and impact.
It was amazing to work with you and the team, you made the whole process really smooth, simple and were extremely autonomous which was really great! The results were super clear and we have strong confidence that the top two concepts are the ones to progress with in one form or another – will definitely recommend you to others in the team going forward!
Global Insights Manager | Skincare & Beauty
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