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When it comes to marketing, we know that words matter—but how can we find out exactly which words really connect with your audience? That’s where message and claims testing comes in—a juicy, data-driven way to find out what hits and what misses before launching your next big campaign.
Say you’re marketing a new wellness drink. Which of these slogans do you think works best?
- “Glow Naturally with Every Sip”
- “Zen in a Bottle: Stress Less, Live More”
- “Feel the Power of Clean Energy”
All three make a point, but which one actually makes someone want to click ‘Buy Now’? Which one builds trust? Which one sets you apart from the sea of similar brands?
You can guess—or you can run a message and claims testing survey with LimeSurvey and know for sure.
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What is Message and Claims Testing?
Message and claims testing is the process of evaluating your brand’s messaging—think slogans, taglines, value propositions, product claims, and more—to see how your audience really responds to them.
Whether it’s the front of your packaging or the headline on your homepage, every word you choose sends a signal. The question is: is it the right signal?
With LimeSurvey, you can create fast, flexible surveys to test how different messages resonate with your target audience, and uncover insights that help you stand out, drive conversions, and build a brand people trust.
Why Brands Need to Test Their Messaging
Message and claims testing is the secret sauce that helps your marketing strategy hit all the right spots. Here’s why it’s so essential:
- Find the messaging that drives results – Test multiple taglines or claims and discover which ones increase intent to purchase or generate trust.
- Avoid confusion – You might think your brand is “clean and green,” but do your users actually know what you mean?
- Create a competitive edge – In a crowded market, the message that resonates most wins. Testing helps you pinpoint what makes people pick you.
Launch your Message and Claims test on Limesurvey
Examples of Messaging Questions and Responses
When building a message or claims test, you’re looking to answer questions like:
- Which of these slogans makes you most interested in learning more about the product?
- Which statement do you find most believable?
- Which claim do you associate most with a trustworthy brand?
Let’s say you’re testing three claims for a skincare brand:
- “Clinically proven to reduce wrinkles in 2 weeks”
- “94% of women saw smoother skin”
- “Nature’s answer to youthful skin”
Survey participants might respond with:
- “I trust statistics—option 2 feels more real.”
- “Option 1 sounds too good to be true.”
- “Option 3 feels calming and fits with the brand.”
Another question might be: How believable is this product claim? “Clinically proven to reduce wrinkles in 2 weeks.”
- Participants might answer based on a scale of: Very believable → Not at all believable
These insights help you decide which message is most effective. LimeSurvey makes it easy to run these tests at scale, track response trends, and even cross-tab by demographics or purchase behavior.
Launch your customized survey today!
What You Want to Achieve with Claims Testing
Different messages do different things. Here’s what a claims testing survey can help you accomplish:
- Drive intent to purchase – Which claim makes people want your product?
- Cultivate brand perception – Do your messages reinforce the brand personality you’re trying to build?
- Create a competitive advantage – Which message helps you stand out in the best way possible to your audience?
Creating the Ideal Message & Claims Testing Survey on LimeSurvey
LimeSurvey makes it easy to whip up a flavorful survey that delivers real insights. Here’s how to make the most of it:
- Start with a goal – Are you testing for believability, purchase intent, emotional resonance? Knowing your goal helps shape your questions.
- Keep it simple and visual – Use images, logos, and plain language to simulate real-world messaging.
- Test multiple options – Don’t just ask people what they like, see how they respond to different messages in context.
- Use ranking and rating questions – Have participants rate each message on clarity, credibility, and appeal, or rank them in order of preference.
- Add open-ended feedback – Ask why they chose a particular message. The juicy insights often live in the “why.”
Best Practices for Messaging and Claims Testing
- Limit your message variations – Too many options can overwhelm participants. Stick to 3–5 key variations.
- Segment your audience – A message that works for Gen Z might fall flat with Gen X. LimeSurvey makes it easy to compare these messages.
- Test early and often – The earlier you test, the better your campaign will perform. Messaging should be a marinade, not an afterthought.
- Use consistent criteria – Always compare messages using the same metrics: believability, clarity, appeal, and more.
- Stay curious – Be open to surprises. Sometimes the message you least expect wins the most hearts.
Survey templates for brand building
View all 800+ LimeSurvey’s customizable templates!
Let Your Audience Tell You What Pops
At the end of the day, the best messaging isn’t always the most clever or poetic, it’s the one that connects. With LimeSurvey, you can peel back the layers of brand communication and find the words that truly stick with your audience.
So go ahead: test your message, refine your claims, and make your marketing as juicy as your product.
Your brand has something great to say. LimeSurvey helps you say it right.
