Question 1

Why test messages before launching ads?

Accepted Answer

Ad buys cost thousands to millions of dollars. Testing messages with synthetic panels first lets you identify winning frames before committing budget, avoiding expensive mistakes and maximising persuasion ROI.

Question 2

How do you measure message effectiveness?

Accepted Answer

We measure message effectiveness through multiple dimensions: emotional response, believability, persuasion (likelihood to change vote), and backlash potential. Verbatim responses reveal the 'why' behind the numbers.

Question 3

Can message testing predict ad performance?

Accepted Answer

Message testing predicts directional effectiveness, not precise metrics like click-through rates. It's best used to identify winning frames and avoid messaging landmines before spending on production and placement.

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