Two industry experts, Jon Evans from System1 and Pedr Howard from IPSOS, discuss the importance of pre-testing in advertising research. They highlight the need for a nuanced approach, emphasizing emotional responses, idea comprehension, and brand recognition. The conversation also touches on early-stage research, testing advertising platforms, and the challenges of measuring advertising impact.

Jon Evans, Chief Customer Officer at System 1, debunks the myth of advertising wear-out, explaining how successful ads can save costs and continue to engage audiences. The podcast explores wear-out studies on audio-visual ads, the importance of emotional response in advertising, and the potential negative effects of oversaturating the market.