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Most research companies rely on voters to guess at what motivates them.
What we know about how human beings evaluate information, make choices, and respond to survey questions tells us that the traditional approach to message testing—askingto judge which people how effective message would be—is not reliable. The problem: voters (or people in general) just aren’t good at understanding the reasons they do things.
Message Mapping is the only research technique proven to solve this problem. If you're relying on traditional message testing (more/less likely or vote for/against scales), you might as well be guessing. They don't work.