Use Case
Say what your audience already believes—in language they actually use.
Listen
How people describe their experience
Develop
Build messaging from that language
Test
Evaluate how the message actually lands
You can test a message. But if it was written in a conference room, what are you testing?
Most messaging research has a sequencing problem. A team writes messages based on internal strategy and assumed customer language, then tests them in a survey to see which one "wins." The winning message gets launched. Six months later, it's underperforming and nobody knows why.
The problem isn't the testing. It's that the messages were developed in an evidence vacuum. They're built on how the organization talks about its value proposition, not on how customers talk about their experience. The survey can tell you which of your four options people like best. It can't tell you whether any of them actually map to how people think.
Strong go-to-market strategy starts earlier—with a real understanding of the language people use, the experiences they care about, and the way they frame their own needs. Then you write messages. Then you test them. In that order.
Find the language first. Write the message second. Test it third.
Language and Experience Discovery
CultureChat interviews your target audience about how they actually experience the problem your product solves—in their own words. The interviews surface the language people naturally reach for, the metaphors they use, the experiences that resonate most, and the way they frame their own needs and frustrations. This isn't a word cloud from open-ended survey responses. It's a deep map of how your audience talks and thinks when given the room to actually articulate it.
Message Development Grounded in Data
The Research Assistant can take the behavioral patterns and language from your interviews and help develop messaging concepts rooted in real audience experience. It drafts language grounded in how people actually talk—not how your marketing team imagines they talk. Every claim, every phrase, every positioning choice can be traced back to the evidence that supports it.
Rigorous Testing
Once messages are developed, Relay fields experimental designs that test them with statistical rigor—not just "which do you prefer?" but controlled tests that measure actual differences in resonance, comprehension, and intent. Because the discovery and testing live on the same platform, you can see exactly how each message maps to the behavioral patterns that informed it.
What This Looks Like
Message discovery and development
Find the language your audience already uses and build messaging that articulates what they already believe—so your message feels like recognition, not persuasion.
Positioning validation
Test whether your positioning maps to real experiences and motivations in your target audience, or whether it only makes sense inside your organization.
Campaign strategy
Understand which themes, experiences, and frames resonate with which segments—so campaigns are targeted by behavioral reality, not assumed demographics.
Launch readiness
Go to market with messaging that's been developed from behavioral evidence, tested experimentally, and backed by an evidence trail you can show to any stakeholder who asks.