Copy testing US-style

David Brandt introduces this article by contrasting U.S. and British approaches to copy-testing.

Copy Testing US-Style

David BrandtIpsos-ASI

England and America are two countries separated by a common language said George Bernard Shaw, (1856 1950).

As an observer of global copy testing, I have heard and read many articles from the UK that reference (sometimes in a disparaging fashion), the way copy testing is practised in the US. People in the US are equally perplexed by the 'British' philosophy. It is apparent that Shaw's sentiment can easily be applied to copy testing (or maybe we should say pre-testing?). Practitioners in the UK look at the US and wonder why, and vice...

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