Use Science to Make Your Product Launch Successful: Concept Testing and Message Testing

In 2006, Microsoft launched a competitor to Apple’s iPod called the Zune. If you don’t remember Microsoft Zune, I don’t blame you. The Zune acquired less than 10% of the MP3 player market share, and Microsoft discontinued it in 2012. Surely, product innovations don’t always fail. But success rates are distressingly low. Only 60% of […]

eBook | Message Testing: Best Practices

Message testing helps you understand what your customers want, the language they use, and what resonates (or does not resonate) with them. GLG’s Message Testing: Best Practices eBook breaks down some of the basics: what message testing is, when to use it, and how to succeed at this very important element of your go-to-market research. […]

Six Steps to Bring New Technology to Market

Bringing a new technology to market can be difficult. How do you find the right market segment? How do you work rapidly and efficiently? How do you keep management informed of potential pitfalls? Try following this six-step approach: 1. Label your animals Think of technology development as your jungle animals, the exciting stuff that isn’t […]

How to Conduct Message Testing

Message testing research is an important part of your communication and marketing development process. We’ve previously explored what message testing is, why it matters, and when to consider pursuing it. But once you have decided to embark on your message testing journey, you may be unsure exactly how to tackle it. There are a variety […]

When to Conduct Message Testing

When your company is developing messaging around a new or existing product, solution, or brand, message testing is a critical tool to help connect your message with what your customers care about. We’ve previously explored what message testing is and why it matters. The questions that follow are where does message testing fit into the […]