Sampling

It is common for "how will we measure this?" to be an afterthought in sampling. Smart marketers START with "how will we measure this" and build the plan from there. For example, if a marketer's ROI is determined by a marketing mix analysis or simply lift at the market level or store level. you can start your planning with some specific "must haves". You will need a specific minimum household or target penetration within the market or store trade areas (and isolate the control markets). The samples must be delivered within a fixed time frame. You need to assure that the product will have an adequate ACV within the test areas during the sampling campaign. Every measurement technique has different requirements, but the idea is to identify the requirements as a first step in order to get the truest ROI from your sampling campaign.