Looking for a compelling positioning for an existing or new brand? Want to identify the single best message for a package violator or shelf talker? Does your brand's back-story need development?

Radius Global Market Research developed Message Optimizer™ as a small-scale strategic research tool to help brands build an effective positioning strategy, complete with structure, support and tone. Ideally, Message Optimizer™ should be used after a wide range of creative concepts and ideas have been generated. The test is more effective before the marketing and creative teams have solidified their thinking on one strategy and executional approach. When timed right, Message Optimizer™ can provide maximum guidance in forming an effective positioning with consumers.

What makes this tool different?
Message Optimizer™ offers a multi-criteria approach that is not biased toward rational product benefits like other techniques. Message Optimizer™ is also unique because it can assess the ability of imagery to drive purchase.

How does Message Optimizer™ work?
This tool establishes a Communication Platform that includes key components of a strong positioning. Benchmarks can be included in the research through competitive as well as legacy messages for comparison. Message Optimizer™ identifies the most effective messages whatever the creative expression:

• Product tangible characteristics and claims
• User imagery and lifestyles
• Brand personality
• Emotional benefits and rewards
• Usage occasions or situations

Once the optimal messaging and positioning is developed, AdvertisingCheck™ is used to evaluate the ongoing marketing and advertising programs.