Aim for your most critical audience(s), with a small control cell of the general market when possible.

Gauging audience reactions to creative assets to determine viability and optimization/tweaks of those assets before they are distributed.

This research should be conducted after key messaging themes have been determined, and before creative is used. It can also be used post creative release to continually refine campaigns.

To ensure that the creative that goes into media buys is likely to be successful, and to tweak marketing campaigns.

Through monadic testing of media with other control creative across key metrics, in conjunction with pre-post testing to evaluate whether the creative has the desired effect on target audiences.