Survey says: Less than one-quarter of marketing professionals surveyed said they usually or always test marketing communciation campaigns before releasing them upon their audience, according to a new study. Another 27% indicated they “occasionally” test their campaigns, with the rest saying they seldom (34%) or never (15%) test marcom campaigns before rolling them out.

Testing takes time, testing takes money, testing tests your patience. Holy crap, well no wonder people don't test.

The question is - has anyone ever done a study on parallel campaigns - one in a market where testing was done and "learned from" and one where the first idea out of the gate was what was sent? Now there's an idea. Take a campaign, launch it in one area with no testing and see what happens. As long as you've got your demos pretty close (age, income, values, whatever) you should be able to launch the other into an area with significant testing and judge whether or not the RESULTS are worth doing the testing for.

Or, I bet someone already has this data...so, where is it???

[via DIRECT & Ovation]