Concept/ Ad Pre-test
- What is it?
Concept/ Ad Pre-test involves detailed quantitative research to get in-depth consumer feedback on finalised, branded concepts – these could be product, communication, promotional or packaging concepts
- When is it used?
Concept/ Ad Pre-test is used to take Go/No-go decisions prior to actual market launch of the propositions being tested.
- What are the benefits?
Eliciting detailed consumer evaluation of the concept as a fully branded proposition helps assess its likely reception in the market, including purchase interest. Getting “close-to-reality” responses is invaluable for planning a successful launch.