RKM Influence™
Influence™ uses online survey interviewing techniques to identify the most effective messages that motivate consumer behavior. Using visual stimuli (imagery) alongside copy (text), the technique evaluates the relative influence of different messages, including advertising, creative executions, marketing messages, social marketing calls-to-action and political communications. The research gives marketers a powerful edge in developing more effective messaging that communicates core values, and lays the foundation for developing optimal creative strategies.
The Influence™ methodology uses priming, framing and experimental design techniques to identify the messages that resonate more powerfully with consumers, both cognitively and emotionally. It also identifies the relative impact of different messages based on the experimental manipulation of different visual images and different messages. It provides a definitive answer to questions such as: 1) should we use a male or female spokesperson to promote our campaign against domestic violence?; 2) is our marketing message more powerful with or without reference to the size of our ATM network?; or 3) should our candidate emphasize her "pro-life" position or a "culture of life" message?
Influence™ delivers a precise understanding of the visual imagery and language that resonate more deeply by tapping into consumers' core values. It delivers insight into a precise vernacular that is consistent with informal conversational norms which are more natural and intuitive to consumers. These subtleties provide powerful insight to inform the development of much more effective and efficient strategic communications plans and creative strategy.
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