Trying to make your digital content as effective as possible? Involved in producing content or social media where you can’t control every word? Need to figure out what your content’s core themes should be, when a dozen or more have been proposed? Dissatisfied with A/B testing?
Consider using the OpinionPath solution. OpinionPath combines market research, social psychology and analytics to quickly explore dozens of possible sets of core content themes—to find the set that will best meet your objectives.
The challenge is to produce communication that, rather than merely grabbing attention for a split second, deeply appeals to audiences. Appeal leads to engagement and opens the door to persuasion. Engagement leads to word-of-mouth. Word-of-mouth, in combination with persuasive content, generates ROI. The right communication maximizes overall effectiveness by having both the power to spread and the power to convince.
To help its clients develop that kind of communication, OpinionPath blends research with analytics at each stage of content development and evaluation—instead of pushing analysis to the end of the project.
By implementing research analytics early in the content process, you can transform survey research from a static mechanism for quantification into a powerful platform for systematically evaluating sets of communication options and themes.
The table below conveys some of the details and optional stages to consider—depending on where OpinionPath’s theme-testing methods fit in with how you currently use research.
|Stage||Stage’s Key Question||Traditional Approach||OpinionPath’s Approach||Benefit of OpinionPath’s Approach|
|Market-Related Groundwork||What unmet needs is the underlying product trying to meet?||Read results from prior focus groups, product-development and brand research||Apply analytics to prior research, data and texts to estimate strength of potential drivers for each market target||Firmly links communication research to other ongoing research|
|Content-Related Groundwork||Which content factors are likely to drive success?||Review prior campaign results||Correlate traffic and word-of-mouth outcomes with content elements||Highlights persistent rather than chance success factors|
|Communication Development||What emotions and values should the messaging seek to trigger?||Focus groups or one-to-one interviews||Individual in-depth interviews melded with follow-up group online discussion||Provides iterative individual and collaborative insights|
|Communication Testing||Which concepts do we expect to be more effective?||Monadic testing (each person rates one creative) and diagnostics||Monadic and conjoint (message-set) testing and diagnostics||Systematically drives content elements toward best combination for each target|
|Communication Evaluation||How effective were the final creatives in the real world?||Measure brand ratings and actions via pre-post studies||Correlate changes in brand ratings and actions with content exposure||Allows impact of each major campaign component to be separated|