There is a joy to coming from a different paradigm than most people. Some people think I come from a different planet sometimes, I'm sure, and the joy would be mine if that were true, I'm sure as well. I've been repeatedly told by readers, business associates and friends that a reason for popularity of my IMedia columns and presentations is that I don't have the same biases and prejudices of the people who hire NextStage. This, I know, is another way of saying I have different biases and prejudices.Those different biases and prejudices, and how they work in NextStage consulting, is what this post is about.
A company had done some A/B testing prior to contacting NextStage. Part of working with them involved working with the people who performed the A/B test so we were invited to sit in on the presentation.
The main presenter started by explaining the purpose of the test (action item placement on a web page). He then asked if there were any questions.
Rule 1: Never ask Joseph if he has any questions.
"The result was to place those action items on the left, correct?"
How did I know? They hadn't shared their results with anybody.
"Behavioral neuroscience dictates that, based on what you said about your test group. What was the bias value?"
Bias value? (a little explaining followed by) 17.1%
"So 20% of your test group was female?"
Some of the folks in the room picked up the NextStage brief again and looked at it closely.
"Again, behavioral neuroscience and cognitive psychology could have predicted those results. You could find that information in any freshman psychology book."
The test cost US$30k. For the record, I have nothing against tests, A/B or otherwise. My challenge is with people who think everything is a nail.
I remain, hated and loved depending which side of the table you're sitting on, Joseph.
Just wish I could find that shuttle back from Mars sometimes.
Please contact NextStage for information regarding presentations and trainings on this and other topics.
I'll be speaking at the Society for New Communications Research Annual Awards Gala Summit on 1-2 Nov 07 in Boston. Come on by and say hello.
Comment Preview