#1 reason to give up qualitative testing in message testing research
The precise timeline depends on budget and objectives, but no matter how you crunch the numbers qualitative message testing is time-consuming. It is a long road from research to execution with workshops, message review sessions, and more qual. Every piece has to be planned, scheduled, and transcribed. The long process opens up room for human biases and errors in marketing judgment.

#2 reason to give up qualitative testing in message testing research
1-on-1 interviews are very expensive on a cost-per-interview basis, especially when they are held in person. The cost of travel and other logistical expenses lends to limited sample size, thereby in-person interviews reflect only a small microcosm of a large urban area. Given the expensive reality of qualitative message testing in market research, important messaging decisions are made on the basis of a few anecdotes. Marketers are not supposed to make statistical inferences on qualitative research, but people always do!

#3 reason to give up qualitative testing in message testing research
Decision heuristics science tells us that people form opinions quickly and irrationally.Decision heuristics science is the three-time Nobel prize-winning field of research that explains how human beings make 95% of decisions using heuristics or mental shortcuts without being aware of them. Often, respondents make irrational decisions because of heuristics and rationalize them after the fact, both to themselves and the interviewer.

#4 reason to give up qualitative testing in message testing research
Compared to focus groups and surveys, 1-on-1 conversations allow for intimacy and can be useful for sensitive topics. Researchers can even read respondents’ body language for unspoken insight. However, given the personal interactions, respondents can be easily distracted and lose focus mid-way through an interview - especially on TDIs. Conversations might even divert from the main topic at hand and waste marketing dollars.

#5 reason to give up qualitative testing in message testing research
There is a gap between findings and actionability because results are directional at best. Furthermore, segment differences become blurry in qualitative message testing even though the market is becoming more segment-based. In order to achieve actionable results, the entire process must be methodical from design to recruitment to execution. Since qualitative message testing is based on opinion and judgments, it is impossible to achieve the level of accuracy needed for actionability.

#6 reason to give up qualitative testing in message testing research
Can’t test a lot of messages! The constraints on time and money force brands to make difficult decisions on what to test. The end result is bad solutions for message bundling and storyflows, and many potential combinations are left unexplored. In order to find winning bundles, improve messages, and personalize messages to each segment and channel, you need to test 100s of messages!

#7 reason to give up qualitative testing in message testing research
The sample size is always small and often composed of professional respondents - a small number of respondents show up in all interviews. The iterative approach to changing messages between interviews compresses the sample size to an even smaller group. Small numbers don’t get you to statistical significance, mathematical measurements, and hard data that are the basis of scientific research.