Wednesday, October 04, 2006

Do not test creative, assess the results

Putting emphasis on what is important.

There is a world of difference between 'the creative isn't good' and 'we didn't meet objectives'. The purpose of testing is to figure out what works in terms of shaping and capturing the desired customer behavior. Thus, all tests should explicitly, and before the fact, define what the goal is and how it will be measured.

Kind of like the scientific method.

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