Guidelines for Successful In-Market Testing
April 11, 2014
In-market testing allows markets to try out an idea in a limited manner before launching a national campaign. To do this successfully, marketers should consider the following:
- Is testing or marketing mix modeling required?
- How many test and control markets are necessary?
- How will the test be designed?
(Please see our "Also See" section to the right for the full PDF of this report.)
"Guidelines for Successful In-Market Testing." Havas Media, 2014.
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