Problem
Bleacher Report LIVE’s product marketing team was drafting the text for their main marketing page, but after creating so many different versions of the copy, they weren’t sure which components of their messaging would resonate most with the audience.
Goal
We needed to find out which aspects of the marketing messages had the strongest positive reaction from users.
Process
I suggested conducting a highlighter test. In this type of test, we give users a printed version of the copy and three highlighter markers colored red, yellow, and green. If there are words or phrases that resonate positively for a user, they are to highlight those words in green. For words/phrases that elicit a negative response, they use red. And for any words and phrases that are confusing/unclear, they use yellow.
I did some guerrilla testing in a food court over one lunch period and had a little over 24 people take part. After conducting the test, I went back and composited the results onto one page with overlays to clearly see which words were working (and which ones weren’t!).
Results / Next Steps
I reviewed my findings with the Product Marketing team, and we then co-presented these results with a finalized marketing message to the executive team. The team, veterans of the cable TV industry, didn’t particularly enjoy hearing that the phrase “no cable required” resonated so strongly with users, but once they saw my research, they understood. The content will appear at the top of the marketing page that will be launching in a few weeks.