How can you create a test strategy that is easily shareable and well-documented for creative strategy?

Testing starts with - Research - Your goals - Your audience Testing is the most crucial part of creative strategy it gives a pretty clear assumption of what the results are going to look like. Don't miss out on this one.

El dise?o de experimentos parte de lo que sabemos y se dirige hacia el descubrimiento por lo que resulta conveniente tener la mente abierta y ser flexible al ejecutar las pruebas. En las variables ten claros los rangos y criterios de medición, aún cuando no tengas el conocimiento para definirlos, inténtalo con la teoría que tengas al alcance. El miedo a medir variables es una de las parálisis de equipos que he visto con más frecuencia en los experimentos. El objetivo más importante del experimento es aprender y si los resultados son disparados o descabellados, seguramente hay una vertiente de aprendizaje en el análisis de esos resultados.

Testing is Not Just for Nerds. People often view test strategies as the boring part of creative strategy, like the side salad no one asked for with their burger. But here's a wild thought: what if your test strategy is actually the secret sauce of your creative project? When defining objectives, make them so vivid and relatable that everyone on your team feels like they're part of a grand adventure, not just a routine exercise. For instance, "Let's see if we can make our brand the first thing people think of when they wake up!" Now that's a goal that sparks excitement!

By incorporating the following elements into your test strategy, you can create a well-documented and easily shareable plan tailored to the unique challenges and requirements of AI healthcare and MedTech applications: - User Scenarios: Identify and document representative user scenarios to simulate real-world usage. This is particularly important for creative applications where user experience plays a critical role. Testing Tools: Specify the testing tools that will be utilized, especially those relevant to AI healthcare and MedTech. Test Automation: If applicable, outline the strategy for test automation, highlighting areas where automation can enhance efficiency without compromising the creative aspects of the application.

A marketing platform that integrates research with database marketing is ideal for testing among your customers, regardless of how large your customer group is. However, few do this where research appends directly to each individual's file and enables segmentation by response so you have to hunt around. Ours does all this but I suppose there are others.

Pick Your Poison. Choosing test methods can be like walking through a candy store – there's so much to choose from, and everything looks good. But here's the catch: not every method will satisfy your craving for data. Get your team involved in the decision. Make it a fun brainstorming session where no idea is too outlandish. Maybe you'll end up using VR for usability testing or gamifying a survey. The goal is to make the selection process as creative as the strategy you're testing.

Develop a multivariate testing strategy for <brand's> email campaign to enhance open rate and engagement, incorporating hypotheses, variations, segments, and metrics. Test out various subject lines, preheaders, headlines, body copy, and calls to action based on insights from past tests. Evaluate the outcomes and determine the most effective combination for each segment. Infuse a playful and humorous tone to captivate the recipients' attention and interest.

- Uma coisa que acredito ser útil ao se escolher um método, planejar e documentar como se dará o isolamento das variáveis que ser?o testadas.

Oui, plus le cahier des charges est clair, plus la méthode la plus adaptée aux objectifs ressort comme une évidence. Le volume de retours affinent les résultats.

After determining the goals, persona, content publishing channels and budget setting, we choose one of the methods that has more points in common with our goals. It is very important not to stop testing until the specified goals are reached. This is the most important part

Experiment Like a Mad Scientist. Designing experiments should feel like you're in a lab, mixing elements to create a new potion. Encourage your team to think like mad scientists. What if we change this variable? What if we defy conventions? The more outlandish the hypothesis, the more exciting the experiment. Remember, every great invention started as a crazy idea. Infuse this mindset into your team, and watch the creativity in hypothesis formulation explode.

Experimenting should feel like taking off a tight shoe. You know it might not go as you expected, but the possibility of being positively surprised is worth the (calculated) risk. Also, some of the greatest creative "discoveries" out there were born out of pure, well-informed hunches that were later backed up by data.

Oui une expérience prend en compte aussi la temporalité. Il faut que les variables soient les plus complémentaires possible. Ainsi le résultat d'une permet d'enrichir et mieux comprendre le résultat des autres.

After setting the strategy, it's time to put measurable parameters on the path of publishing channels to record the best results. This becomes part of the test design process in marketing

Detailing the Innovation Process: Each experiment should be designed to uncover specific insights while also allowing room for unexpected creative discoveries. When designing your experiments, factor in variables like audience segments, cultural trends, or seasonal influences. For a social media campaign, for instance, design experiments that test different content formats across various platforms, while also considering the timing and context of each post. Document each experiment in detail, including the hypothesis, variables, and the rationale behind the chosen approach.

In hopes that young seedlings would be protected from lawn equipment as they grow, my invention's unique protection was documented monthly for six months. The olive tree subject not only survived, but had unrestricted growth as Slash Shield? expanded from a half inch to one inch diameter while protecting the vulnerable base of the seedling's stalk. The experiment was invaluable and clearly illustrated another important application for my Utility Patented safety product. #safety

Orchestrating Creative Trials: Implement your tests methodically, ensuring that each is conducted under conditions that provide reliable data. For creative strategists, this means balancing the creative aspects with rigorous testing protocols. If you’re testing a new website design, for instance, ensure that the test accounts for different user pathways and interactions. Document the execution process meticulously, noting any deviations or unexpected occurrences during the test.

Las pruebas deben ir enfocadas a los objetivos que se trazaron inicialmente, es importante que dichas pruebas sean tan creativas como la misma estrategia con el fin de garantizar la recepción y fluidez de la información, cabe la pena recordar que en dichas pruebas deben existir puntos de control que permitan establecer una alta confiabilidad en la recepción de los datos a analizar.

For execute the tests: 1. Timeline: Specify when testing starts and ends. 2. Phases: Divide testing into clear steps with specific goals. 3. Roles: Define who does what during testing. 4. Environment: List the devices, browsers, and settings for testing. 5. Communication: Set up a plan for keeping everyone in the loop. 6. Risks: Identify potential issues and how to deal with them. 7. Criteria: State when testing begins and ends successfully. 8. Methodologies: Specify the testing approaches to be used. 9. Steps: Break down each test scenario with clear instructions. 10. Dependencies: Note anything that could impact testing.

I think we tend to make these things too complicated. You have to know what you want to ask which requires understanding what you're going to do with the information afterward but it's okay to make mistakes and go back to customers to ask again or clarify.

Especially when it comes to creative work, results need a very hard look not just on the data level. In my experience, almost all results come with new theories and hypotheses that need to be tested as well because of the lightning-in-a-bottle phenomenon. Treat very successful outliers with a healthy amount of respect. Don't immediately conclude that these need to be copied 1:1 but rather look at all the angles why they might have been so successful. It can be so much: who shared it, when did it play, who did it address, what season was it, what topic, what visuals, what copy, etc. Personally, I think aside from very simple A/B tests, most creative strategy testing results will always result in new questions that need to be tested.

The key is generating actionable insights from testing analysis beyond surface metrics. Dig deeper into qualitative feedback and behavioural trends to reveal creative strengths/weaknesses and optimisation opportunities. Review how target audiences felt, thought and acted. Look for emotional disconnects, perception gaps between messaging intent and interpretation, and insights into how attitudes inform actions. Frame analysis around business goals and make concrete recommendations for evolving top-performing creative, phasing out poor testing concepts, and running additional validating experiments. Thoughtful analysis directly leads to better marketing through a deeper understanding of what truly connects with your audience.

Beyond Surface-Level Data: Post-testing, analyze your results with a focus on both the data and the creative implications. This analysis should go beyond basic metrics to interpret what the data says about consumer behavior, preferences, and emotional engagement. For example, if an email campaign shows a high open rate but low click-through rate, delve into potential reasons - was the call to action not compelling enough creatively? Provide a comprehensive analysis that combines data insights with creative evaluation.

Analizar los resultados no significa ver los datos en frio, se requiere ver el panorama completo e identificar (de existir) las posibles razones que nos llevaron a obtener resultados inesperados y como estos pueden brindarnos un nuevo enfoque o la clave para con una corrección parcial lograr lo que nos proyectamos en un principio.

If steps 1-4 have been meticulously followed you should have qualitative data to make more informed decisions regarding the problem and the objectives. For instance at this point we would know how many customers choose package design B and why making it easier to choose which package design to roll out and mass produce to increase sales volumes and ultimately revenue.

Read. The. Room. Not all of your stakeholders might feel comfortable around numbers and infographics, so keep that in mind when prepping for the share-out. What's hidden in between the numbers? What do the results from your test tell us? If you're not able to summarize it in a couple of lines it still needs tweaking. Find a story and tell it: making sure that your stakeholders fully understand the learnings is vital for making your case and driving innovation.

Storytelling Your Findings: When sharing your insights, use storytelling techniques to make your findings compelling and actionable. Craft narratives around your data that highlight key learnings and potential creative strategies moving forward. Include visual representations of data, such as infographics or dashboards, to make the insights more accessible. Your reports should be both informative and engaging, showcasing not just the results but also the creative journey of your testing process.

Compartilhe primeiro os dados e depois os seus insghts, isso lhe dará mais credibilidade, especialmente se estiver apresentando o resultado para uma pessoa mais senior.

If you're going to test something with customers and ask for feedback, it's only fair to share the results with them. Of course, that should be done in a way that facilitates their understanding and engagement and that's where good storytelling comes into play.

Take care about the way you communicate. Learn about you audience before you share your insights. Adapt your communication style based on the stakeholder’s seniority. Provide clear overviews for unexeperienced and detailed insights for those with experience, ensuring they receive information in a format that is elevated with their level of understanding, and their expectations.

Use design thinking to craft your strategy. Test and refine. And remember there are no “but” statements only “and” and have fun!

After bouncing around in different ad agencies, I made the switch to the client side. From where I'm standing, data and testing are like the reliable GPS for checking how our messages vibe with the crowd. But, you know, there's always room for that gut feeling. Not every big idea smoothly sails through all those filters – sometimes, taking a bit of a gamble is what spices things up.

Embracing a Holistic View: ? Incorporate Cross-Functional Insights: Collaborate with other departments like sales, customer service, or product development for a more holistic understanding of your test results. ? Ethical Considerations: Ensure that your testing methods and the use of data adhere to ethical standards and privacy laws. ? Long-Term Learning: View each test as an opportunity for long-term learning. Document lessons learned and apply these insights to future creative strategies.