Pre-Testing Radical Advertising
is not often that an ad agency gets involved in helping to develop a
quantitative pre-testing methodology. More usually we advocate qualitative
pre-testing. It is pretty good at telling us why an idea works (or not) and
what, if anything, we can do to make it better.
comparison, quant pre-testing can be harsh, unforgiving, black and white, and
can give a go/no go result, but no clear understanding of why or how an idea
works (or not). Worst of all, it rarely gives any clear direction on how to