Quant pre-testing. Preference and image shifts

The author proposes four principles of effective quantified advertisement pre-testing: a comprehensive attribute list, inference of attribute importance, information on the competition, and focus on the preference of marginal buyers.

Quant pretesting

Preference and image shifts

Ian Greig

Four principles of effective quantified pretesting. Measures that reconcile apparently disconnected preference and image shifts. How preference can reliably predict sales and other desired behaviour.

Advertising pretesting is controversial, for good reason. It is about man's basic motivations, a subject debated by philosophers and sages for millenia.

We have, too, on the one hand, quantitative testing claiming to uncover the deeper emotional reasons for purchase, which qualitative researchers claim as their preserve. And we have on the other hand, qualitative research being used to rule on the effectiveness...

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