Don't Kill All Those Good Ideas: How To More Accurately Test Your Concepts in an Unpredictable Marketplace.

By Christina Luppi
October 20, 2017
In this interview Stephen Springfield, EVP at Sentient, is asked:”What can you expect when you add emotional measures to your research?”.  Stephen describes the challenges surrounding concept testing and how ideas that may have been killed before based on traditional research results now thrive in an unpredictable marketplace.


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