Better Brand Health eBook
Uniquely labeling each anchor becomes increasingly difficult as the number of anchors increases. In such cases, the results will be more interpretable if respondents are guided with meaningful ranges associated with the anchors, as in this example
James D. Kirkpatrick • Kirkpatrick's Four Levels of Training Evaluation
If retention rates are higher than 80% and discount rates are lower than 20%, differences in the two approaches will be substantial.
Neil Bendle • Marketing Metrics: The Definitive Guide to Measuring Marketing Performance
If you have to choose between testing your overall value-proposition position and targeting, you should begin with overall message testing with the largest traffic group you can aggregate.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Finally, we must mention a dangerous yet common idea. The idea is that in order to stand out and attract attention, brands should be constantly striving to look different, to employ whacky eye-catching colours, shapes and gimmicks. Some people think this is what it means to be distinctive. This idea leads to dangerous behaviours of regularly changi
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