If you’re following the agile process, your messaging comprehension test should fall early in the process, in the design stage. This should come after product adoption and feature prioritization, and before prototype evaluation and website navigation. That said, messaging can be tested at any stage—even after a product is launched. Even if you've tested messaging early in the process, it's a good idea to regularly conduct benchmarking studies to track changes in sentiment and how your message resonates with customers over time.