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Insights Research FAQ

What is the latest thinking on pre-campaign testing?    

There are many types of pre-campaign promotional evaluation and we would always encourage each agency, client or brand owner to develop their own bespoke version but there are no hard and fast rules. 

If we wanted to test the effectiveness of our campaigns before running them how would the IPM recommend we proceed?

The IPM would not set a standard way for evaluating any piece of marketing activity. Each and every campaign is different, operating within and against a backdrop of varying market conditions. However, we are strong advocates of research and insight and would recommend bespoke programs in most instances. At the very least each promotion should be considered against its own objectives and KPIs.