Our new article for Quirk’s, “Testing what works: MaxDiff and dynamic message bundling,” written by our CEO and Founder Lilah Raynor and our Senior Research manager Maribel Castañeda, explores a research approach that helps teams pinpoint which messages truly resonate and how those messages work together in real-world communication. For organizations developing or refining their messaging, this combination of MaxDiff and dynamic bundling offers a clearer, more actionable path than traditional rating scales.

Moving beyond individual statements

One of the challenges in message development is that audiences never encounter ideas in isolation. A compelling core claim is almost always supported by benefits or proof points. MaxDiff helps cut through the clutter by asking people to make trade-offs, revealing which messages matter most. Dynamic bundling builds on those results by testing how top-performing messages behave when paired in the combinations people are likely to see.

This step often reveals dynamics you can’t see from individual message scores. Some ideas become more compelling when paired together, while others lose clarity or power. Looking at bundles built from real MaxDiff results helps show how messages interact in the same way audiences will encounter them.

What this approach looks like in practice

In the article, we walk through a financial services example. First, core and supporting messages are identified. Separate MaxDiff exercises rank each group. Then, within the same survey, scores are calculated in real time and personalized bundles are created for each respondent. Participants evaluate these bundles on appeal, clarity, and likelihood to act, providing a more complete picture of what drives response. This gives teams a clear view of both sides of the equation by showing how each message performs on its own and how well different combinations work when built into a full story.

From research to strategy

We also outline design considerations that help strengthen this type of study, from ensuring message diversity to presenting ideas in formats that reflect how audiences will actually encounter them. Early alignment with creative teams can help ensure the final output directly informs marketing and communications work.

Why this matters

As brands work to craft messaging that breaks through, understanding both individual message strength and how ideas perform together is essential. MaxDiff paired with dynamic bundling gives teams the evidence they need to make confident decisions and build messages that connect with their audience.

Read the full Quirk’s article here: “Testing what works: MaxDiff and dynamic message bundling.”