Comments on: 7 Things You Should Know About Testing http://hip-shots.com/2009/05/18/marketing/testing-strategy/ Quick tips for business success Wed, 09 Nov 2011 07:02:53 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: James http://hip-shots.com/2009/05/18/marketing/testing-strategy/comment-page-1/#comment-130 James Mon, 18 May 2009 18:17:17 +0000 http://hip-shots.com/?p=2154#comment-130 Great point JJ. Before embarking on a test ask yourself how you will use what you'll learn. Great point JJ. Before embarking on a test ask yourself how you will use what you’ll learn.

]]> By: JJ Gray http://hip-shots.com/2009/05/18/marketing/testing-strategy/comment-page-1/#comment-129 JJ Gray Mon, 18 May 2009 17:53:24 +0000 http://hip-shots.com/?p=2154#comment-129 This is good. I've actually experienced quite a few instances of people not understanding even Point #1. One other addition I might make there is not only to consider the "backbone" side of the equation, but also the larger "why." What do you hope to learn from a test? Are you trying to beat a control? Attempting to gauge your customers' preferred offer strategy or method of response? Essentially, how are you going to use this information down the road? I've had several one-run campaigns where a client/colleague suggested a creative test as a fall-back position when faced with a difficult decision. They were then forced to reconsider their position (or lack thereof) when asked what they're trying to learn and how they're going to use it later. As a creative, I'm not normally one to preach the virtues of science. But I do take a more scientific view when it comes to creative testing: know what you are trying to learn, how you're going to measure the results, and why you give a rip in the first place. This is good. I’ve actually experienced quite a few instances of people not understanding even Point #1. One other addition I might make there is not only to consider the “backbone” side of the equation, but also the larger “why.” What do you hope to learn from a test? Are you trying to beat a control? Attempting to gauge your customers’ preferred offer strategy or method of response? Essentially, how are you going to use this information down the road?

I’ve had several one-run campaigns where a client/colleague suggested a creative test as a fall-back position when faced with a difficult decision. They were then forced to reconsider their position (or lack thereof) when asked what they’re trying to learn and how they’re going to use it later.

As a creative, I’m not normally one to preach the virtues of science. But I do take a more scientific view when it comes to creative testing: know what you are trying to learn, how you’re going to measure the results, and why you give a rip in the first place.

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