What’s Actually Worth Testing Before You Launch, According to a Market Research Analyst
- Emily E. Peet
- Apr 15
- 3 min read
Updated: Apr 17
If you're planning a campaign, rebrand, or product launch, chances are someone’s floated the idea of testing first. It’s a smart move, but only if the research is done at the right time, with the right questions, and in a way that actually drives decisions.
Too often, testing becomes an afterthought. It happens too late, asks surface-level questions, or delivers insights no one knows how to use.
The result is wasted budget, stalled timelines, and messaging that misses the mark.
In this post, I’m breaking down what’s actually worth testing before a launch and what you can skip. If you're navigating big creative decisions or trying to align your team around what matters most, this will help you focus your efforts and make smarter decisions.
Test the problem, not just the solution
Before you test your message, your concept, or your visuals, make sure you’re solving the right problem.
Too often, brands skip straight to messaging without confirming whether their audience:
Actually experiences the pain point
Describes it in the same way
Even sees it as a problem worth solving
This is especially common in regulated industries like healthcare and agriculture, where internal language and audience language rarely match up.
Use open-ended questions like:
“When you think about [topic], what’s the biggest challenge you face?”
“How would you describe this issue to a peer or customer?”
If the problem isn’t sticky, the message won’t land. No amount of polished creative can fix that.
Test your value prop language early
You don’t need a finished campaign to get feedback. Some of the most valuable message testing comes from raw headlines, taglines, or value statements.
Ask your audience:
Which version feels most compelling?
Which benefit matters most?
What feels believable, different, or forgettable?
This type of message testing is especially useful before a creative agency gets involved. It can save time, budget, and unnecessary revisions.
This matters for:
Product launches
Brand refreshes
Category education campaigns
Health or ag literacy efforts
Test the reaction, not the preference
Stop asking people if they “like” something. Instead, test how your message makes them feel, what they remember, and how they’d describe it back. Some of the most effective message testing questions aren’t about whether people like what they’re seeing. They’re about how people interpret it, and where it might fall short.
A few prompts to consider:
“What words or phrases stand out to you, either in a good or bad way?”
“What feels unclear, forced, or hard to believe?”
“What kind of brand do you think this is, based on what you’re seeing?”
Don't over-polish too early
Testing doesn’t require final creative. In fact, highly designed assets can distract from what you’re trying to learn or bias the response.
If you’re testing:
Messaging or positioning
Concept ideas
Campaign hooks
Keep it simple. Think in terms of wireframes, rough copy, or basic visuals.
This helps you zero in on the core idea and stay flexible if you need to pivot.
Know when not to test
Not everything needs research. If your team is aligned, the risk is low, or the timeline is tight, trust your instincts and move forward.
But if:
The launch is high-visibility or high-budget
You’re entering a new market
You’re navigating competing stakeholder opinions
Or you need to justify creative choices to a board or leadership team
That’s when testing becomes essential.
Looking to launch with more confidence?
I help brands, agencies, and industry boards run targeted research that delivers answers, not just data. With nearly a decade as a market research analyst, I focus on giving teams the clarity they need to make confident decisions, align stakeholders, and launch with purpose.
If you're preparing to bring something new to market and want to be sure your message hits, let’s talk.
Contact Axis & Aim to get started.
Emily Peet is the founder of Axis & Aim, a research and consulting firm that helps brands, agencies, and organizations get clear on their audience, strategy, and next move. With deep experience across healthcare, beauty, agriculture, and purpose-driven sectors, she specializes in turning research into action. From early-stage startups to established boards, Emily helps teams align around what matters and move forward with confidence.
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