Different types of market research stimulus are likely to be used at different times within a product’s life cycle

On occasion it may be appropriate to test material that would not be suitable for publication but is nonetheless a valid proposition for market research testing. It must be made clear that any materials shared in a MR interview is hypothetical and for research purposes only.

For example:

“Drug X truly understands the everyday feelings and emotions associated with condition Y and its treatment”

This is a concept statement. It is intended to encapsulate the underlying emotional benefit that could support the brand’s positioning – to test whether this feeling could resonate with an audience would be reasonable. This wording would not however appear in any promotional pieces but the market research could help define the tone of promotional literature.

Refer to the Guidelines - section E5.4: Stimulus material

…. the way materials are introduced and the language associated with their introduction in the guide