focusgroups

Copy testing and focus groups misunderstood (and misused)

Copy testing and focus groups misunderstood (and misused)

Develop, Don't test. How to use Copy Testing and Focus Groups More Effectively.

Although the debate about ad testing has been raging for decades, and there have been many attempts to innovate on the process, there still seems to be an increasing chorus of brands and agencies challenging the pitfalls of both focus groups and copy testing.

The general frustration today seems to be a shared feeling of ineffectiveness, from the outdated methodologies to the disruptive timing of the test during the creative process.