Posts Tagged ‘Brand Testing’

Brand Research Debate: To Validate or Not to Validate?

A client recently approached us seeking advice on validation research for his brand and the importance of testing. He wanted our opinion on the following:

How important is testing the positioning/messaging and eventual creative concepts among my key targets? What are the risks if I decide not to validate?

As a Senior Account Executive at HCB Health, this is a question I hear fairly often from clients. Some of our clients won’t make a move without testing, while others see it as a luxury if they have the time and budget. This specific client request really got my wheels spinning. Not necessarily about the risks of not testing, but more about the considerations to keep in mind when deciding if validation research is right for your brand. Continue reading »