The Association for Qualitative Research
The Hub of Qualitative Excellence


Research carried out to evaluate advertising prior to its first use. This is often carried out at a late stage and using finished materials, such as the final version of a TV commercial. Considerable professional and financial investment is therefore at stake, and pre-tests can constitute some of the most difficult and contentious types of qualitative research project, requiring high levels of skill and tact in the researcher. Pre-testing may also be carried out quantitatively.

Related Terms


About the AQR Glossary:
This glossary is compiled and maintained by the Association for Qualitative Research, the foremost authority on qualitative practice, training and innovation, and the global hub of qualitative thinking. If you are a qualitative research consultant or a business offering qualitative research services, please consider joining the AQR and supporting the organisation.

Benefits of AQR Membership