Definition

Research conducted after a campaign runs to measure effectiveness and extract learnings. The marketing equivalent of an autopsy, but hopefully with better news.

Example Usage

Post-testing revealed our Super Bowl spot tested brilliantly but nobody remembered the brand name—$7 million well spent.

Origin

Market research terminology established in mid-20th century advertising research

Fun Fact

Only 40% of advertisers conduct rigorous post-testing, preferring to declare victory based on impressions and move on.

Source: Market research and advertising effectiveness terminology

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