WHAT IS MARKET TESTING?

Test marketing elements of a non-addressable campaign quickly and accurately. 

With an increasingly complex path to purchase, companies have a hard time quantifying how effective their campaigns are at the market level.

Matched Market Testing (MMT) enables marketers to account for the differences in conditions between test and control markets to isolate the true effects of their campaigns. With IRI’s point-of-sale and causal data, our methodology allows marketers to understand the causality of brand sales when there is a change in marketing elements. MMT is ideal for any brand that wants to measure the sales impact of regional and local spot buys, social media, out of home, print and media mix testing.

Learn more about IRI's other post-campaign capabilities: National Campaign Measurement, Shopper Marketing Measurement, Multi-Touch Attribution and Unified Measurement

Client Success Stories

Avoiding Ineffective Media Tactics

A confections brand was seeing sales volume declines due to a loss in household penetration. Historically, the brand would invest incrementally in TV to drive additional sales but wanted to confirm this was the best approach before committing to a national and expensive rollout. IRI Matched Market Testing confirmed IRI’s benchmark data for confectionery advertising, showing a sales lift of 9.8% but only a $0.24 return on ad spend. This information allowed the brand to rethink its strategy and saved it from investing time and marketing dollars in a tactic that was no longer effective.