The Art of Creative Testing: Keeping an Open Mind
Join Robin Hafitz, CEO, Open Mind Strategy LLC, and Allison O’Keefe Wright, EVP, Managing Director, Research and Strategy, Open Mind Strategy LLC, who will provide key strategies for executing actionable and effective Creative Testing.
This webinar will offer best practices (for when you are conducting testing of your own work) as well as key strategies for understanding and contextualizing testing results (for when your partner/client is testing your work).
Key themes to be covered by Robin and Allison include:
Pre-Testing Pitfalls – The Danger of Pass/Fail Thinking: Guarding against a win versus lose mentality so you can build on strengths and detect weaknesses
Post-Testing and the Reality of Results: Awareness is important, but it’s not intent – multiple measures of assessment guarantee more actionable insight
Creating and Considering Context: The importance of setting goals, managing variations and keeping exposure “real” (when possible
“Controlling” the Message: Strategies for turning information into meaningful insights and insights into creative action.
Who should attend:
Suitable for account planners, account service, researchers, creatives and ALL individuals interested in fielding better research, as well as those who want insight into digesting and communicating results with the right context.
About your webinar leaders:
Robin Hafitz, CEO, founded Open Mind Strategy in 2010 to provide research-based insights that go beyond “findings” – to deliver sparks for new thinking about brands. An early American in the British-dominated field of Account Planning, Robin has helped innovative companies from Amazon to Unilever.
Prior to starting OMS, she led award-winning agency, Mad Dogs & Englishmen, and was Chief Strategic Officer of kb+p. Robin sits on the National Advertising Review Board and teaches highly-rated practitioners’ courses, including “Quantitative Literacy for Planners” and “Strategy for Account Managers”, and speaks widely on innovation, insight, trends, and entrepreneurship.
As Executive Vice President, Managing Director, Research and Strategy at Open Mind Strategy, Allison O’Keefe Wright consults with major brands on positioning, product development and marketing. She is now increasing her focus on the next wave of youth consumers, Gen Z, and has worked with brands like iHeart, ESPN and MTV, in cultivating a deeper understanding of this generation. Allison has a unique ability to humanize data, and believes a sense of humor is often the key ingredient to draw truth from consumers and inspire clients and partners to delight in new insights and understanding.