Research Tips

Experiments

For many people, the word “experiment” conjures up images of white-coated scientists, yet experiments can also be very useful to marketers. For example, experiments have shown that very minor changes to the execution of direct mail campaigns can profoundly affect their profitability. In some situations, experiments produce more conclusive results than other data collection techniques can. Also, technological changes have made experiments an increasingly viable option for marketing research: more targeted and specialized media outlets, including the Web, provide an ideal platform for many types of marketing experiments.