Continuous testing is the practice of testing software throughout the development lifecycle to identify and address issues early. It involves automating test cases from requirements, simulating test environments, accessing test data on demand, starting multi-layer testing before UI, democratizing performance testing, and integrating open source testing tools. Most companies cannot currently do continuous testing but aspire to achieve it through practices like in-sprint testing automation, test scripting and execution within sprints, and analyzing test results to update requirements models. Continuous testing is important because it helps ensure high quality software and speed of delivery, both of which are critical to business success.