Lingua
A Better Path to Communications Optimization
COMMON CHALLENGES
In our conversations with clients, we hear two common frustrations with communications testing research.
It’s time-consuming because we often need to do multiple rounds of qual followed by quant in order to feel confident about our decisions
Even if we do all that, we are often left with a nagging uncertainty about how effective our communications will be in changing customer behavior
WE CAN DO BETTER
Fortunately, this is a situation where the modern Evidence Ecosystem has brought us new tools that can allow us to test marketing communications much more effectively.
Scientists working in psychology and applications of machine learning for human assessment have found new pathways for evaluating key aspects of customers’ subjective experiences. These new insights have special relevance to communications testing, and include:
- Deep stimulus perception & evaluation
- Cognitive and attentional engagement
- Persuasive power & markers of likely behavior change
- The type and intensity of evoked emotions
Reveal What's Hidden; Activate with Intention
LINGUA: A system for predicting & analyzing the persuasive power of language to shape marketing outcomes
LINGUA combines refined primary question architecture that aligns to contemporary science with machine learning-based algorithmic assessments that provide unparalleled insight into your customers’ true reactions to marketing stimuli.
Together, these two data streams sharpen our ability to evaluate customers on real-world marketing outcomes, such as:
- Authentic measures of personal salience & genuine motivation
- Valid markers of content engagement, reasoning & attention
- Precise indices of emotional type and emotional intensity
- Predictive markers of behavior activation
LINGUA works in both qualitative and quantitative settings, and can accommodate a wide range of marketing collateral and conceptual content, including:
- Visual concepts
- Positioning platforms
- Detail aids/visual aids
- Messages
- White paper content
- Product concept reactions
