Messaging is at the heart of what Penn Schoen Berland does and how we do it: we’re so good at it that Time Magazine dubbed us Masters of the Message. The key value created by our messaging technique derives from competitive testing.  We use forward-looking scenarios to isolate and understand how clients’ messages will resonate vis-à-vis competitors within different population segments.  
                                      
We led the way in the use of this technique in politics; today, our approach to competitive message testing continues to differentiate us in both the corporate and political worlds.  Our experience shows that no other approach provides so clear and effective a set of actionable recommendations.  And our regression analyses have confirmed that no other research method is as predictive of actual market performance.

We approach messaging systematically. We qualitatively develop options, rigorously test them quantitatively, test creative executions of the message and then track their progress.  Our goal is to furnish our clients with a messaging resource that provides guidance on themes, phrasing, tones, and executions that will not just differentiate their messages from those of their competition, but beat the competition’s messaging approach.