Pre-testing

Research carried out to evaluate advertising prior to its first use. This is often carried out at a late stage and using finished materials, such as the final version of a TV commercial. Considerable professional and financial investment is therefore at stake, and pre-tests can constitute some of the most difficult and contentious types of qualitative research project, requiring high levels of skill and tact in the researcher. Pre-testing may also be carried out quantitatively.

Related Terms

• Advertising research