Pre-Testing Radical Advertising

Andy Davies and Deborah Mills,
Marilyn Baxter
Hall & Partners

It 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.

By 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 improve it.