Message Resonance Score
Average rating from customer or prospect surveys measuring how compelling and differentiated the core value proposition is perceived to be
What is Message Resonance Score?
Message resonance score is the average rating that surveyed people give to how well a message speaks to them. It shows whether marketing messages connect with the intended audience.
It lets teams test and refine messages before and after launch, instead of relying on opinion.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Product Marketing
- Industry
- All Industries
- Type
- Lagging
- Impact
- Quality
- Unit
- score (1–5 or 0–100)
- Measurement frequency
- Quarterly / Annual
- Formula
- Sum of resonance ratings / Number of survey respondents
How to calculate it
Add up the resonance ratings and divide by the number of respondents.
For example, if 150 people rate a message on a scale of 1 to 5 and the ratings total 570, the score is 570 / 150 = 3.8.
Use the same questions and scale each time, and test with people who match the target audience.
Where it is used
Testing messages
Compare versions before committing spend.
Refining positioning
Learn which points matter most.
Tracking over time
See whether messaging stays relevant.
How to improve it
Tips and common mistakes
- Use a large enough sample to trust the result.
- Stated preference is not always behaviour. Confirm with real-world results.
- Keep the question wording the same across tests.
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