Preprove : Message Testing Is Hard

TEST, DON'T GUESS ™

MESSAGE TESTING IS HARD

What’s wrong with focus groups and surveys?

• Results skewed:
Only measures opinions from people willing to participate.
Subjects know they are being tested.
• Slow
• Expensive
• Results skewed
• Cannot capture complexity:
10 Markets x 10 Brand Positionings x 10 Customer Segmentations x 10 Creative Approaches x 10 Messages x 10 Ad Schedules
= 1 Million Combinations!