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Consumers change their preferences as often as they change their clothes. So why use ad copy-testing methods that yield results on last month’s opinions when what’s needed is today’s state of mind?
The Internet holds great promise as a tool for advertising and copy testing that yields real-time feedback. To date, this potential remains unrealized for three perceived but outdated reasons: (1) There aren’t enough households with broadband Internet access; (2) The nature of advertising and copy testing requires more robust data than is typically available from self-administered questionnaires; and (3) Questions persist about the “representativeness” of Internet users.
Let’s deal with this last perception first.
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