“If you're testing to just get to ‘yes,’ you're only looking forward. But if you're testing to learn, you are taking a moment to be reflective, understand the ‘why’ behind it, and then take that ‘why’ and pour it into all the work you do moving forward. It's a very different mindset when you're testing to learn versus testing to ‘check the box.’”
For too long, insights teams have been tasked with “checking a box” or assigning a grade to an idea at some point in the development process. They give marketers a red or green light and move onto the next project.
Those days are long gone.
Jennifer’s view is that you do the work to uncover whether you should move forward with an idea, but that’s just the start. You need to regularly reflect backwards to learn as you go. Reflecting backwards can help your business lean more into what it has done well and improve what it hasn’t done well. In other words, you can use what you’ve learned in the past to affect decisions in the future.
You can always just answer the questions you’re asked (like, will consumers like this ad?) but you’ll take your partnership to the next level if you can always provide the WHY behind that answer (why do consumers like this ad?) and look at how those trends are evolving over time to predict the future.
Jennifer notes that this requires a different mindset. It reflects a shift in the role of insights from order taker to true strategic partner. And isn’t that what we’re all aiming for?