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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