According to Integrated Research Associates, a control test market is a closely controlled marketing test that use real-world events and consumers to assess the viability of a product. Test markets are a scaled-down version of a conventional marketing test.
Control tests are meticulously designed to supply firms with valuable marketing data. A test may involve assessing consumer response to an advertisement or tracking consumer reaction to a new product.
Typically, controlled tests are less expensive and simpler to set up than regular tests. For instance, a small test can be run in one or more places within a retail store. In this instance, store cooperation is secured.