Market research conducted usually at the final stage before advertising launch; allowing the brand to gain a sharp, timely read of likely impact. The insights gleaned here will facilitate the crucial tweaks that help maximise effectiveness. Modern approaches focus on keeping respondents in ‘automatic mode’ – typically applying time pressures to get to the all-important degree of instant appeal. This method also avoids detailed questions about ‘why’ something is/isn’t liked; behavioural psychologists having demonstrated that consumers are notoriously poor at unpicking the things that genuinely influence them (or being reluctant to admit to these!). Research can be qualitative or quantitative depending on the nature of the objectives.
What is advertising testing?