Copy testing is a marketing research technique used to evaluate the effectiveness of marketing materials such as advertising copy, website content, or email marketing campaigns. Copy testing can be conducted using qualitative or quantitative methods, or a combination of both.
Qualitative copy testing methods include focus groups, in-depth interviews, and projective techniques. Quantitative copy testing methods include survey research (online, mail, or telephone) and experiments.
Copy testing is often conducted before launching a new marketing campaign to ensure that the materials are likely to generate the desired response from consumers. Additionally, copy testing can be used to improve existing marketing materials by making them more effective at achieving their objectives.
When conducting copy testing, marketing researchers typically measure a variety of outcomes, such as brand awareness, brand attitude, purchase intent, and actual purchase behavior. Additionally, copy testing can provide insights into why certain materials are more effective than others, which can be used to improve future marketing campaigns.