Test or trust: the idea validation debate rages on

Episode 63 of the Didn't See It Coming with Marc Stoiber podcast, hosted by Marc Stoiber, titled "Test or trust: the idea validation debate rages on" was published on February 7, 2020 and runs 31 minutes.

February 7, 2020 ·31m · Didn't See It Coming with Marc Stoiber

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Episode Description

Oh, the stories I could tell of pitched battles over idea validation.

I've seen the debate swing like a pendulum between test and trust through the years. In the pre-digital days - back when dinosaurs and mad men roamed the savannah - creatives like myself battled researchers over the validity of focus groups and mall intercepts. Usually, we'd be given leeway to trust our intuition on ideas... until a concept bombed. Then, like Dad busting up the keg party, researchers would be brought in to restore a bit of sober adult thinking to the proceedings.

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