Why Directional Data is Still Good Data (In Six Sentences)

As anyone who reads this blog knows, I am a believer in good old fashioned market research and testing. But I am also fan of moving (and winning or failing) fast. Often times we as marketers let the perfect be the enemy of the good when it comes to testing. There is unquestionably a place for scientific rigor but how do we get the list of things that make it to that stage.

To me, it's simply putting things in market and seeing what happens, even if the results are only directional. Because directional is certainly better than directionless.


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