Research Topics:

Advertising Research | Copy Development Research | Copy Testing | Copy Testing-Print | Copy Testing- Radio/TV

Industry/Market Focus:

Advertising Agencies

Content Type:

Glossary

Copy Development Research Definition

Testing used to determine the target audience reaction to alternative advertising text or preliminary ad concepts while the advertising is being developed. Also called pre-testing.

Copy development research is the process of evaluating and refining elements of advertising copy or content before it's finalized. Also known as pre-testing, this research aims to assess the effectiveness of messaging, imagery and presentation styles to ensure that the final edition reverberates with the target audience. What’s more, it determines whether the final product conveys the intended message clearly and persuasively. It involves gathering feedback, as well as conducting surveys, focus groups and A/B testing (a marketing experiment in which an audience is split to test variations on a campaign and determine which performs better). The research provides insights into how the target audience perceives content, which elements are appealing and which aspects might need improvement. By identifying and addressing early in development, costly mistakes can be avoided.

Who relies on copy development research?

Marketing teams, advertising agencies and businesses that want to ensure that marketing materials are compelling and impactful utilize copy development research to enhance messaging, identify potential issues and make data-driven decisions to enhance campaigns.

Why should I care about copy development research?

Copy development research increases the likelihood that marketing professionals can develop content that resonates with target audiences. Pre-testing helps ensure that the preliminary text and concepts engage their audience, thus prompting them to act appropriately, whether that be purchasing a product or services or taking part in an activity. The research reduces the risk of miscommunication or misunderstandings, as well as wasting resources and missing opportunities.