There are a number of approaches for the validation of product messaging. The two most widely used approaches are surveys and interviews. The approach I prefer to use is the audience interview.
What is being validated:
Product messaging is being validated. When I say product messaging, I am referring to the collection of key messages that discuss the value the target audience will receive from the product. I am not speaking about relationship email subject lines or banner advertisements whose purpose is to get an immediate response.
What are the goals of the validation:
- To confirm that the pain points from which the product messages were derived are valid and top-of-mind.
- To confirm that the concepts behind the product messages are of critical value to the target audience.
- To confirm that the words used to describe the product message concepts reflect the way the target audience talks about those concepts.
What is an audience interview:
An audience interview is a phone interview that is held with a person who is representative of the target audience for the messaging. The target audience is defined by the role and responsibility (not simply a title) for a well-defined company profile (size, industry, business approach, etc.). The audience interview usually lasts 45 – 60 minutes.
Why audience interviews are preferred:
Audience interviews are superior to surveys (of any type) in a number of ways:
- Audience interviews create a special rapport with the interviewee that consistently delivers better results.
- Well designed audience interviews don’t predispose the interviewee to respond in a way that mimics the messaging.
- Audience interviews deliver supporting information that goes beyond validation.
Audience interviews are two-way discussions. A good interviewer develops a connection with the interviewee that can never be established by using a survey. The two-way nature of the discussion allows the interviewer to explore doors opened by the interviewee. This allows new pain points and value messages to be uncovered.
In well-designed audience interviews, the interviewer will pull out the top-of-mind messages in the interviewee’s own words. This is done without ever mentioning the product message itself. This ensures that the messages used are truly compelling. It also provides phrases and words that can be used in the messaging. Because these phrases and words express come out of the mind and mouth of the audience, they will often deliver better traction in the marketplace.
The information gathered in audience interviews goes beyond validating the messages. It provides insight into why the messages are of value or not of value. It shows how the messages relate to what is going on in the interviewee’s life. It reveals levels of messaging that address personal value, professional value, and organizational value. Audience interviews can also identify what specific situations drive a better product value match.
My next blog post will focus on tips to get the most from your audience interviews.
Comments