Copy testing is a qualitative and quantitative research method used to assess how target audiences respond to advertising copy, campaign messaging, or brand communications before those materials go live. It sits within the broader discipline of brand, concept, and messaging research, and is used to identify whether copy communicates the intended benefit, creates the right emotional tone, and motivates the desired action. Effective copy testing goes beyond preference ratings to surface the reasoning behind reactions, including which words resonate, which phrases confuse, and where the message loses credibility. When done well, it reduces the risk of launching copy that misses its audience and gives creative teams the specific, directional feedback needed to refine rather than guess.