biometrics

Copy testing and focus groups misunderstood (and misused)

Copy testing and focus groups misunderstood (and misused)

Develop, Don't test. How to use Copy Testing and Focus Groups More Effectively.

Although the debate about ad testing has been raging for decades, and there have been many attempts to innovate on the process, there still seems to be an increasing chorus of brands and agencies challenging the pitfalls of both focus groups and copy testing.

The general frustration today seems to be a shared feeling of ineffectiveness, from the outdated methodologies to the disruptive timing of the test during the creative process.

What Informs Our Feedback Products?

What Informs Our Feedback Products?

Feedback is a simple concept, and companies around the world are trying to instill cultures of open and collaborative feedback to fuel innovation and creativity. Strangely, little attention has been put into the forms and channels through which feedback is gathered and analyzed. As much as we love the thought of dynamic creative teams huddling around a desk, or a boss and his protoge reviewing a plan together, isn't there more we can do?