Messaging and claims testing is a specific type of market research used to evaluate how well different messages or brand promises perform with a target audience. The goal is to understand how consumers perceive, interpret, and respond to language used in marketing communications – such as slogans, product descriptions, or campaign headlines.

In simple terms, this type of research helps answer questions like:

• Is this message clear and easy to understand?
• Does it feel believable or credible to consumers?
• Does it evoke the desired emotion or connection?
• Which version of this message performs best overall?

Companies use messaging and claims testing to shape everything from packaging copy to digital ads to brand value statements. The process usually involves presenting different wording options (claims or themes) to real consumers and analyzing their reactions across key dimensions such as clarity, believability, uniqueness, and emotional resonance.

Why It Matters

Messaging is one of the first and most constant ways consumers engage with your brand. If the message doesn’t land well – if it’s unclear, untrustworthy, or forgettable – it can negatively impact awareness, consideration, and even long-term brand perception. A great message, on the other hand, can elevate a product and build consumer trust quickly.

Testing those messages before launch removes the guesswork and provides data-driven confidence. Rather than relying on internal opinions, teams can base their messaging decisions on actual consumer feedback collected through structured tools.

Claim vs. Message: What’s the Difference?

While often used interchangeably, "claims" typically refer to factual or benefit-driven statements (e.g., "Now with 50% more protein"), whereas messages might include broader emotional or brand-driven language (e.g., "Fuel your best self"). Testing both can give businesses a fuller picture of what truly resonates with their audience from both a functional and emotional standpoint.

Whether you’re preparing for a packaging refresh, developing early brand work, or launching a new product, effective claims and messaging testing should be a foundational step in your go-to-market strategy.

Toluna diagnostics – part of the Toluna Start platform – offers a streamlined and interactive way to test your claims and messages with consumers. It’s designed to help teams define what works, what doesn’t, and why. With built-in templates and flexible customization, researchers can quickly launch robust messaging studies without having to build every component from scratch.

Within messaging and claims tests, three key measures often rise to the top: clarity, believability, and resonance. Here’s how Toluna diagnostics helps you evaluate each:

1. Message Clarity

Clarity refers to how easily the audience understands your message. Is it simple and straightforward, or does it confuse your audience?

In Toluna, researchers can customize diagnostics questions to ask respondents about ease of understanding, language simplicity, and whether the key idea came through. If a particular claim scores low on clarity, that’s a sign it might need rewording or simplifying to avoid consumer confusion.

2. Believability

Consumers are skeptical – and rightly so. Claims and messages must feel honest, authentic, and backed by truth. Believability testing helps uncover whether your message passes that credibility test.

Using predefined belief scales like “very believable” to “not at all believable,” Toluna helps quantify this perception. You can also cross-analyze this metric with demographic data to see if certain segments respond differently, offering deeper consumer insights.

3. Resonance

Resonance is where emotional connection comes in. It’s about how personally relevant, motivating, or inspiring a message feels to the audience. This is often where winning messages separate from the pack.

Toluna diagnostics allows researchers to explore resonance by asking respondents how the message made them feel, what it reminded them of, or how likely it is to influence their decision-making. These questions dig into subjective reactions but deliver real guidance on message impact and memorability.

Putting the Data into Action

With results in hand, including clear visual dashboards and rankings, teams can compare messages side-by-side across clarity, believability, and resonance. The key is not just to pick the "top performer" but to ask: Why did this message work? What could improve underperformers? Do the results support our strategy?

This is often where insights professionals shine. Pairing Toluna diagnostics with experienced researchers – such as those from SIVO’s On Demand Talent network – ensures your interpretation doesn’t stop at the data. These professionals help teams dig deeper, refine their message, and align the outcomes with business goals. They also coach internal teams on how to get the most out of their market research tools for future growth.

As DIY platforms become a bigger part of research workflows, combining speed and scale with expert insight has never been more important. With the right structure and support, Toluna diagnostics can become a powerful tool for building messages that truly speak to your consumers.

Steps to Structure a Strong Claims or Messaging Test

Designing a clear, effective messaging or claims test with Toluna diagnostics starts by breaking the process into manageable, structured phases. Toluna’s platform provides powerful tools, but success lies in how you use them — especially when clarity, resonance, and believability are at stake. Here's how to get it right.

1. Define Your Research Objective

Start by identifying what you want to learn. Are you testing product benefit claims? Brand positioning messages? Campaign headlines? Being clear about your objective ensures you ask the right questions and select the appropriate measurement tools in Toluna Start.

2. Build a Structured Set of Claims or Messages

Organize your messages into categories or themes – this helps you compare apples to apples. A structured set might include:

• Functional claims (e.g., “99% bacteria removal”)
• Emotional messages (e.g., “Feel confident in your skin”)
• Support or proof points (e.g., “Clinically tested by dermatologists”)

Make each claim simple and easy to understand. Avoid combining multiple ideas within one message – it complicates interpretation and dilutes test results.

3. Configure Clarity, Believability, and Resonance Ratings

This is where tools like Toluna diagnostics shine. Include questions that ask respondents to rate:

• Message Clarity: Is the wording easy to understand?
• Believability: Does it seem credible and trustworthy?
• Resonance: Does it feel relevant and appealing?

Keep scale consistency (e.g., 1 to 5 or 1 to 7) and language neutral to avoid response bias. You can also test motivation or purchase intent as a secondary metric.

4. Use Randomization and A/B Logic

Randomizing the order of claims avoids bias from message fatigue or position effects. If testing visual formats or versions (e.g., tagline A vs tagline B), use A/B logic to isolate the variable being tested – ensuring consistency everywhere else.

5. Analyze and Benchmark

Once the data is in, review not just the average scores but the distribution. Are there claims with strong resonance but low believability? Spotting these patterns helps you refine your messaging strategy. Compare results to internal benchmarks or across audiences to identify top performers more clearly.

For example, a fictional software startup testing adaptation messages may find that “Automates your tasks without disrupting your workflow” scores higher on believability than “Your AI-powered work partner” – even if the latter has stronger resonance. Balancing both metrics is key.

By following this structured approach, you’ll get insights that are both actionable and accurate — aligning your messaging to what your audience finds meaningful, trustworthy, and easy to understand.

Why Experienced Researchers Make Testing More Effective

Research platforms like Toluna diagnostics are incredibly powerful, but it takes expert insight to unlock their full value. While the tools simplify the technical side of data collection, interpreting results and framing the right questions still requires deep research expertise.

This is where experienced consumer insights professionals come in. Their knowledge helps ensure that each test is not only set up correctly, but is also aligned with business strategy, internal stakeholders, and customer expectations.

The Human Side of Research Tools

DIY research tools are on the rise, allowing companies to move faster and stretch budgets further. But speed and scalability can sometimes cut too close to quality or depth. Experienced researchers balance both by:

• Crafting unbiased and clear questions – avoiding leading language and confusion
• Ensuring alignment between business needs and test design – making sure you're measuring what matters
• Providing meaningful, contextual interpretation – not just reporting numbers, but explaining what they mean
• Spotting blind spots in resonance or clarity testing – particularly important when dealing with multi-market or nuanced audiences

Adding Depth to Diagnostics

Testing messaging effectiveness requires more than technical setup – it calls for strategic thinking. For instance, if believability scores are low across the board, an experienced researcher will consider:

– Is the language too bold or vague?
– Are claims unsupported by existing brand equity?
– Does the chosen audience reflect the primary target consumer?

These deeper questions often don’t arise in plug-and-play platforms without someone who knows what to look for.

From Data to Decisions

More than ever, insights teams are expected to deliver fast and flexible answers – but also strategic thinking. Building in experienced research expertise ensures that message testing doesn't just check boxes, but moves your strategy forward with confidence.

In other words, research experience doesn't slow down the process – it sharpens it. With structured methodologies and seasoned judgment, good researchers help you avoid missteps, reduce rework, and get better outcomes from tools like Toluna Start.

When to Bring in On Demand Talent for Expert-Led Testing

The shift toward DIY tools like Toluna Start has made it easier than ever to conduct research in-house. But as research needs evolve and internal capacity gets stretched thin, knowing when to bring in expert support is crucial. SIVO’s On Demand Talent provides access to experienced insights professionals who can seamlessly help teams run smarter, more strategic message or claims tests.

Common Scenarios Where On Demand Talent Helps

You might not need a full agency engagement – or the overhead that comes with it – but you may still face challenges like:

• Lack of bandwidth: Your insights team may be slim or juggling multiple projects simultaneously
• Knowledge gaps: Your team may be new to tools like Toluna or unsure how to structure resonance and believability testing
• One-time strategic tests: You need help designing a high-stakes messaging research study, but not for ongoing needs
• Training needs: Your team is investing in new research tools and needs support building internal capabilities long-term

In these situations, bringing in On Demand Talent allows you to scale up quickly, without long-term obligations or lengthy hiring cycles.

A Flexible, High-Caliber Solution

SIVO’s On Demand Talent are not freelancers or general consultants – they are seasoned consumer insights professionals who’ve spent years working in or alongside leading brands. They’re ready to jump in where needed, whether you're a fast-moving startup or an established Fortune 500 company.

They can:

• Help structure and run message testing frameworks that align with your brand and business strategy
• Train your team on how to use Toluna diagnostics effectively and build confidence in interpreting results
• Close skill gaps temporarily when key insights team members are out or unavailable
• Bring objectivity and fresh thinking to validate or challenge your internal hypotheses

Because they’re vetted, experienced, and fully briefed on SIVO’s rigorous standards, On Demand professionals hit the ground running – solving business questions, not just running surveys.

Whether your team is diving into Toluna for the first time, or doubling down on structured message validation to prepare for a major product launch, On Demand Talent can give you the extra momentum and expertise right when you need it most.