Pre-testing and sales validation

Brigitte Biteau and David Brandt

Market mix modelling can be used to validate pre-tests and has led to new thinking on this hotly debated area of market research.

Pre-testing and Sales Validation

David Brandt and Brigitte Biteau, Ipsos-ASI, show how market mix modelling can be used to validate pre-tests and has lead to new thinking on pre-testing ideas

With the possible exception of media ratings, advertising pre-testing is the most hotly debated area of market research. A quick search of the World Advertising Research Center Web site shows literally pages of articles on the topic. Debates range over recall vs persuasion, predictive vs diagnostic and US vs UK approaches. Discussions of how advertising works, how a commercial works, and if it works, add to...

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