A test that aims to assess participants’ reactions to individual elements of a product or concept (in contrast to a holistic test that looks at a product or concept as a whole).
As the leading voice, resource and network of the marketing research and data analytics community, the Insights Association empowers intelligent business decisions. All our proceeds are invested in advocacy, education, certification and direct support to enable our members to thrive in an evolving industry and drive business impact.
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The Insights Association supports its members to achieve these goals.