The U.S. Constitution has separation of church and state. Shouldn’t your execution and evaluation efforts? « Return On Focus --- http://returnonfocus.com --- Return On Focus

    EVIDENCE bLOG

    The U.S. Constitution has separation of church and state. Shouldn’t your execution and evaluation efforts?

    April 15, 2010

    Agencies testing their own ad concepts? Relationship marketing vendors running their own re-contact studies? Web partners conducting their own usability research? Where does it end?

    In an effort to try and do a better job at measuring investments as an industry (which we applaud in theory by the way), many seem to have lost sight of the most critical aspect of this work… OBJECTIVITY.

    People, you cannot have the same shop evaluate the work that created it. Inserting an inherent bias into the evidence collected is unnecessary. There are plenty of other research resources available.

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