Good post from Jason on the risks of pre-testing killing innovation.
For the non French speakers, the title of my post means "less tests, more balls".
As a minimum, you should have a point of view on the work before you test it. I'm amazed by how many brand managers stick stuff in a test to "see what the consumer thinks", without using their own instinct first. You end up using consumers as marketing directors.
Other examples of things that I think flopped in initial concept research to add to Jason's list:
- Bailey's Irish Cream
- Post-it Notes
- ABS brakes
Others?
The people of Egypt were done with Hosni Mubarak after tihrty years. Eight of our senators are beyond that. I have taken the time to research their statements on the turmoil in Egypt. I don't think they should comment much:Daniel Inouye (Democrat; Hawaii) 48 yearsPatrick Leahy (Democrat; Vermont) 36 yearsRichard Lugar (Republican; Indiana) 34 yearsOrrin Hatch (Republican: Utah) 34 yearsMax Baucus (Democrat; Montana) 33 yearsThad Cochran (Republican; Mississippi) 33 yearsCarl Levin (Democrat; Michigan) 32 yearsChuck Grassley (Republican; Iowa) 30 years
Posted by: Manoj | May 29, 2012 at 01:03 PM