When it comes to figuring out how to talk about your product or service, only one thing is certain: there are no shortage of opinions. It's hard to know how to assess the effectiveness of marketing messages when very little of the feedback you get comes from the people that really matter: your customers. With marketing budgets under constant pressure and increasing performance expectations, it's important that the way you talk about your products and services resonates in the right way with your audiences.

As part of developing new positioning and messaging, it's often helpful to get a baseline of what customers and potential customers think of your brand, company, or service. Then, after you've developed new messaging, you can measure its effectiveness and get early indications of if you're positioned for growth, or creating potential problems.