Message Testing
Purposeful messaging. Proven performance.
Whether you’re launching a campaign, repositioning a brand, or refining product copy, message testing makes sure your words land with the right people in the right way.
Great messages aren’t guesswork
The best messages don’t just sound good—they connect with meaning, spark action, and stay with people. But that only happens when you understand how different audiences experience them.
Message testing moves you beyond instinct. It reveals what people take away, what resonates, and what’s being lost in translation—so you can shape messaging that earns attention, builds trust, and drives results.
Why Basis Message Testing?
We don’t just test which message “wins.” We help you understand what your audience really hears—and what makes them care.
Our approach is collaborative, flexible, and designed to sharpen messaging both now and in the long run.
Whether you’re shaping early narratives or validating final copy, we test messages at every stage—so you can move from instinct to evidence, fast.
Your message won’t land the same way with everyone. We build testing around who you’re trying to reach—and how they interpret what you say.
We go deeper than rankings and preferences. We explore emotional pull, resonance, clarity, and perceived authenticity—so you know not just what people think, but why they feel it.
We build tools to embed insight into your day-to-day—from messaging frameworks to content pillars, creative toolkits and strategic workshops that bring your teams along.
Need to keep developing or refining messages over time? AI Personas give you a real-time resource for testing tone, language, and relevance as your strategy evolves.
No vague rankings or bloated dashboards—just focused, evidence-backed insight you can act on with confidence.
Featured
case studies
From brand transformations to breakthrough innovations, our clients use custom research and timely strategic insight to make smarter decisions and outpace the competition.
Cancer Research UK
Transforming creative development for the UK’s largest charity
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Clare Moore Director of Legacies, Cancer Research UKBasis’ work was invaluable in helping us arrive at the concept and shaping it as it developed, ensuring that the voice of our supporters was a key influence throughout.
Where message testing pays off
It’s not just about picking the right line. It’s about building stronger strategy.
We help you apply message testing across:
- Campaign development – Explore early messaging territories, test emotional hooks, and refine the copy that drives response.
- Brand platforms – Validate core narratives, value propositions, and tone of voice across key audiences and markets.
- Product and feature comms – Make sure benefit-led messages actually land—whether you’re talking to enterprise clients or everyday consumers.
- Audience segmentation – See how different segments interpret, prioritize, or emotionally respond to each message.
- Global rollout – Understand what holds up across markets, and what needs tailoring to stay relevant.
- Channel and format fit – See how different messages perform across every touchpoint—from video and digital to CRM and paid media.
- Internal alignment – Give your teams a shared language—and a clear case for what works and why.
Tailored to your message
We don’t believe in message testing that just delivers scores.
Our approach is built to uncover how people interpret, feel, and respond to your messaging—across a range of formats and touchpoints—so you can refine with purpose, not guesswork.
Every project is shaped around your objectives to cover:
- Clarity – Is it easily understood and remembered?
- Relevance – Does it speak to real needs, values, or pain points?
- Resonance – Does it feel emotionally authentic and motivating?
- Differentiation – Does it stand out from competitors or past campaigns?
- Believability – Does it align with your brand—and feel credible?
- Actionability – Does it make people want to do something?
Strategic Impact
Message testing that brings clarity, confidence, and deeper audience understanding—so your words actually work.
Built for decision-making
We don’t just test what people like. We test what works—so you can move forward with clarity and confidence.
Designed around your audience
As segmentation experts, we uncover how different audiences interpret your message—so you can tailor, not generalize.
Insight that drives messaging forward
Everything we share is designed to fuel next steps—messaging frameworks, campaign thematics, and clear direction for what to say (and how to say it).
Refinement that doesn’t stop
Our AI Personas help you move fast — testing tone, copy, and value props, and even generating new message hypotheses grounded in real audience insight.
Confidence from start to finish
We bring structure and strategic focus from day one—so every idea is tested with purpose, and every word earns its place.
Built for decision-making
We don’t just test what people like. We test what works—so you can move forward with clarity and confidence.
Designed around your audience
As segmentation experts, we uncover how different audiences interpret your message—so you can tailor, not generalize.
Insight that drives messaging forward
Everything we share is designed to fuel next steps—messaging frameworks, campaign thematics, and clear direction for what to say (and how to say it).
Refinement that doesn’t stop
Our AI Personas help you move fast — testing tone, copy, and value props, and even generating new message hypotheses grounded in real audience insight.
Confidence from start to finish
We bring structure and strategic focus from day one—so every idea is tested with purpose, and every word earns its place.
Featured insights
From building better propositions to sharpening narratives, these resources show how to test, shape, and strengthen messaging that performs.
Guide
5 steps to build, activate and drive business growth
Guide
Here's how to fix yours
Guide
Transform your audience strategy
Guide
5 steps to build, activate and drive business growth
Guide
Here's how to fix yours
Guide
Transform your audience strategy
Next up
Message testing is just one part of the picture. These connected services help you take your insight further—fuelling strategy, creative, and performance.
Don’t leave your messaging to chance
If you’re not sure whether your messaging is landing—or how to make it better—it’s time to test, learn, and refine. We’ll help you shape messages that connect with purpose and perform under pressure.
Make every message count
