BBDO's Andrew Robertson: Experimenting trumps testing
Geoffrey PrecourtWarc
For Andrew Robertson, BBDO's president/ceo, marketing research essentially relies on two methodologies.
"In 'testing,'" he proposed, "what you're trying to do is get people to respond in an artificial environment to a stimulus that, you then extrapolate, will result in something else.
"With 'experimenting,'" by contrast, "you actually put it out there. You see what happens. You either adjust, kill or double down on the work that you're doing."
And which approach is most likely to gain ground in the future? "We're going to be able to experiment much, much more...