RISK vs REWARD

Traditional barriers to test marketing

Replicability: test markets are often not representative of the national market and smaller ones may introduce distortions

Effectiveness: test markets give competitors advance warning of your intentions and the time to react. Perhaps interfering with your test, by changing their promotional activities and increasing advertising spend to create a distortion within the test market

HOWEVER, Guernsey’s relative isolation from the main UK market offers the advantage of a test marketing campaign remaining relatively discreet. Furthermore the demographic and economic profile of the island is a very close fit with the UK (a factor of 1000:1)