Mythbuster: The spurious authority of numbers
Les Binet and Sarah CarterDDB
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them... like the spurious authority of numbers.
The other day we did something we hadn't done for a very long time. A young client, new to quantitative testing, asked us to go through his pre-testing questionnaire for a proposed new ad. Did it cover the issues he was interested in he wondered?
It was an illuminating and faintly horrifying exercise. Like most people in this business, we spend a lot...