“Text-Highlighting” Message Testing
Mercury message testing permits respondents to review and highlight the specific words, phrases or sentences that drive or most impact them. Using a very easy and natural interface, a single survey can be setup to test any number of potential messages in order to identify which words, for example, are most positive, or raise interest most, or make a respondent more likely to purchase a product or vote for a candidate, as well as recording negative sentiments.
In real-time at the Analytics Workbench, respondent data is available for review. Not only can crosstabs, summary tables, word-clouds, graphs and charts, or advanced dial-tests be generated with just a few clicks, but interactive heat-maps can be generated that visualize the precise words, thoughts or phrases within tested messages that matter most or least, overall or among any audience segment.
Armed with Mercury’s “Text-Highlighting” Message Testing capability, clients can instantly determine which messages are strongest, what themes are most important ‘per audience segment’, and how to optimize messages so as to maximize impact, effectiveness and increase ROI.
Full Feature List
Identify Critical Words, Phrases or Sentences
Within a survey, allow respondents to read messages and highlight those words, phrases or sentences that, for example, are most comforting or disturbing, or that make a respondent more or less likely to vote for a candidate.
Segmented Audience Heatmaps
At the Analytics Workbench, select any audience segments and clearly see the precise words that are most important or that need to be reviewed and optimized.