Panalysis' Rod Jacka noticed that I referenced his email to me in Back from eMetrics Dec '07 and invited me to both attribute the quote to him and provide the full quote. I'll gladly attribute the quote to him (and a G'Day, Mate! back to you, Rod).
What I will do is expand a bit on what Rod learned and is commenting on in his email to me. First, I'm not going to say A/B-Multivariate-Taguchi testing is a waste of time or money. Second, I will note that every time I do a quick analysis of a company's website I get the same reactions; "...we just did some A/B-multivariate-Taguchi testing and everything you said is what we found out we had to do." This has happened at IMedia summits, eMetrics summits and countless times with clients.
What's it all about? It's very simple, really. It's all about knowing how the human brain is wired and how it's going to respond to information in its environment. This is the key to it all and what NextStage has been researching, publishing about and helping clients with for almost seven years now. A web page and more recently multi-media (what NextStage calls "multi-modal". see Get the attention you're already paying for (page 2 of 4)) environments are nothing more than demonstrations of what the brain-mind has been dealing with for several millions of years of evolutionary history. This history exists and won't be replaced any time soon so make use of it.
Think of it as "Those who don't understand history are doomed to repeat it." My guess is they're doomed to repeat it by spending tens if not hundreds of thousands of dollars on A/B-multivariate-Taguchi methods.
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Upcoming Conferences:
- Society for New Communications Research Annual Research Symposium & Awards Gala on 5-6 Dec 07 in Boston.
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