You can build the right product and still lose users at the messaging layer – because both versions of your copy can be well-written and still fail to connect with the audience you're trying to reach. In this Research Playbook, you'll learn how to run a preference test to find out which messaging direction actually resonates with your target audience – and use follow-up questions to understand why.
What you'll learn in this tutorial:
How to set up a screener survey to make sure you're hearing from the right people
How to write a preference test prompt specific enough to generate reliable results
How to use conditional logic to route follow-up questions based on what each participant chose
How to recruit targeted participants quickly using the Lyssna panel
How to read the preference split alongside open-ended responses to identify what to carry forward
How to turn your results into a clear direction for the next iteration
Whether you're a researcher running a structured messaging study or a marketer who needs to choose between two campaign directions before launch, this playbook gives you a fast, repeatable process to get the answer from your actual audience – and move forward with confidence.
Key takeaway: Winning the preference test is only half the story – the open-ended responses tell you what to build toward next, regardless of which version users chose.
Chapters:
0:00 – Introduction
1:18 – Meet SkillSpring
3:05 – Build your study
6:56 – Find your participants
8:43 – Analyze the results
11:57 – What comes next?
Resources:
Try for free today
Join over 320,000+ marketers, designers, researchers, and product leaders who use Lyssna to make data-driven decisions.
No credit card required