I wrote a post, a few days back, on this topic for identifying the right message, the correct strategy, the correct segment etc. with respect to marketing.
I was wondering if I was being too headstrong in insisting on this.
I just realised, that the nations who were able to bring Corona / Covid19 under control faster also relied on this. While keeping a safe distance and wearing a mask are the only deterrents to catching the Covid19, for the people who are involved in pandemic control, the only method was to test and see how the rate of growth of the pandemic was taking place.
The faster and higher the number of tests being done, the faster the identification of the possible infections , the quicker the response to isolate the people and quarantine them, thus reducing the opportunity for the virus to spread.
On the manufacturing floor also the higher the tests you do in the process, the lesser is the chance that the final product will have defects and will need to be scrapped.
When I visited Paris recently, I visited one of the perfumery companies and they showed us the process of launching a new perfume and how multiple tests had to be conducted to ensure that it did not react with people’s skin and the kind of audience reactions.
For releasing any vaccine they have to go through multiple rounds of tests.
So my rant that the only way to figure out what would succeed in the market is to test, then do more more tests and then even more tests, is actually a standard practice in all kinds of domains. I therefore don’t understand why people in marketing are averse to the idea of having a very serious process of testing their segmentation, niche, messaging etc.
Till next time then.