Test Marketing

Test Marketing

Test Marketing Jonathan Poland

Test marketing involves testing different marketing strategies or variations on customers in order to gather data and evaluate their effectiveness. It is a way for businesses to experiment and try out new ideas in a real-world setting, and can be a useful tool for innovation and risk management. By testing marketing strategies on a smaller scale, businesses can get a sense of how they might perform when they are rolled out more widely, and make adjustments or changes as needed before committing significant resources. The following are common examples of test marketing.

Products & Services
Selling products and services on a limited basis before a full product launch. For example, a donut shop that tries 50 new donuts in two locations each to decide which to launch on a nationwide basis.

Customer Service
Customer service changes that are introduced as a pilot. For example, a restaurant that introduces a no tipping policy together with an incentive program for employees to earn bonuses when customers are satisfied.

Customer Experience
Customer experience testing such as a hotel that experiments with a floor for parents with small children and babies. The rooms on the floor have features such as cribs, toys and complimentary diapers.

Distribution experiments such as entering a new region or country on a trial basis.

Experimenting with pricing structures and strategies such as a telecom company that introduces flat pricing in one city to measure the impact on demand.

Promotional experiments such as testing variations of an advertisement on a limited basis before a major campaign.

Brand related tests such as releasing a new logo variation to see if it impacts brand recognition and sales.

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Competitive Factors Jonathan Poland

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Personal Data Jonathan Poland

Personal Data

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Conformance Quality Jonathan Poland

Conformance Quality

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Risk Awareness Jonathan Poland

Risk Awareness

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Technology Risk Jonathan Poland

Technology Risk

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Brand Objectives Jonathan Poland

Brand Objectives

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Intellectual Capital

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Industrial Internet of Things Jonathan Poland

Industrial Internet of Things

Industrial IoT describes the ecosystem of devices, sensors, applications, and associated networking equipment that work together to collect, monitor, and analyze data across industrial operations.

Algorithmic Accountability Jonathan Poland

Algorithmic Accountability

Algorithmic accountability is the concept of holding algorithms and the organizations that use them accountable for the decisions they make…

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Public Capital Jonathan Poland

Public Capital

Public capital refers to the physical and intangible assets owned and managed by the government for the benefit of society.…

Travel Expenses Jonathan Poland

Travel Expenses

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Brand Image Jonathan Poland

Brand Image

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What is Progress?

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Customer Relationships Jonathan Poland

Customer Relationships

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Durable Competitive Advantage

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Knowledge Work Jonathan Poland

Knowledge Work

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Hyperinflation Jonathan Poland


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Expectancy Theory Jonathan Poland

Expectancy Theory

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