A quick way to learn how your new ad, product or concept/campaign fits the target audience is to test it to the target audience before the actual launch. A test can assist to the shortlisting of the luxury of too many good concepts,  It also reduces the risk of nasty surprises, you did not think of before launch, and a test just gives a nice confidence and comfort in the decision process.

Products and concepts can be tested both qualitatively (focus groups) and quantitatively (online survey).


Various methods are involved in the development of questionnaire, the structuring of data and the analysis - as it is of particular concern to be sure to ask the right questions and not unattentuinally probing the interviewed in a specific direction.