What is Pre Testing?

Learn about the importance of pre-testing in marketing and research, its benefits, types, and how it can help mitigate risks in product launches.


Pre-testing is a crucial tool used in research and marketing to gauge the effectiveness of a particular campaign or product before its official launch. This process involves testing the concept, design, and messaging to identify potential pitfalls and make necessary adjustments.

Types of Pre-Testing

  • Concept Testing: This type of pre-testing assesses the overall appeal and viability of a new product or campaign idea.
  • Ad Testing: Ad testing focuses on evaluating the impact and effectiveness of different advertisements before they are released to the public.
  • Market Testing: Market testing involves launching a product or campaign in a select market to gather feedback before a full-scale launch.

Benefits of Pre-Testing

Pre-testing offers several benefits, including:

  • Identifying potential flaws or weaknesses early on
  • Refining messaging and design to better resonate with the target audience
  • Reducing the risk of failure or costly mistakes

Case Studies

One famous example of pre-testing success is the Coca-Cola Company’s launch of New Coke in the 1980s. Through extensive pre-testing, the company discovered that consumers preferred the original formula, leading to the quick withdrawal of New Coke from the market.

Statistics on Pre-Testing

A study by Nielsen found that 80% of product launches fail due to poor marketing and not addressing consumer needs. Pre-testing can help mitigate these risks by ensuring that the product or campaign is well-received by the target audience.


In conclusion, pre-testing plays a vital role in the success of marketing campaigns and product launches. By conducting thorough testing before the official release, companies can identify areas for improvement and make necessary adjustments to increase their chances of success.

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