Tag Archives: experimental

Test, test, test – and get results

When in doubt, test. This is especially true with direct response products and services as your investment can be self-liquidating. Consumer research, whether primary, secondary or focus groups, is a sunk cost to be recovered by informing a smarter strategy and execution over time. Direct-to-consumer experimental design test costs are reduced by the in-market response. You not only get the benefit of learnings, you subsidize the research costs through collecting revenue from responders. Additionally, traditional research surfaces attitudes, beliefs and intent, while in-market testing captures actual behavior.