Testing Doesn’t Work Black

Testing Doesn’t Work Testing big ideas by its very nature is flawed. To be clear I’m talking about focus groups, test groups, processes that score work before launch, etc when I say “testing”. Testing looks for what’s wrong with an idea. Not what’s right. If you look at the most perfect anything long enough you’ll find flaws, imperfections, and reasons not to believe. Testing suggests that people react logically and intellectually to branding. As if they pass a brand and say “Gee… that product is psychologically and emotionally representing my unmet needs…” Testing is flawed because no one really knows what will resonate until the idea and brand is out in the world. The real world. Testing also assumes that we really know what makes branding work and it can always be quantified, measured, and analyzed. I don’t think we can. Do you think testing works? Let me know in the comments below.Read less