This paper focusses on the changing nature of new product test marketing. Perhaps first, it is appropriate to discuss the reason behind test marketing. The paper describes a survey of test marketing practice covering major American grocery, drug and household products manufacturers. It is based on a sample of both major national advertisers and smaller marketers. It describes the length of time and the scope of today's test markets. And, it describes the changing techniques and how they are viewed by the manufacturer. Finally, the paper discusses the reasons behind the changes taking place, particularly the changes to controlled store testing.