In-market experimentation
Over two decades, some of Kevin's biggest business breakthroughs came behind small-scale, agile, in-market experiments, including:
- Proving the ability to transform an under-performing product line to a leadership position
- Validating the potential of a new brand launch
- Exploding a business with an unconventional advertising format
- Justifying investment in upside media
- Even proving the real-life behavior of consumers with a high-risk / high-reward line extension
Rather than view tests as binary "pass / fail," Kevin has used them to uncover the insights and find the pivots that lead to winning -- in the firm belief that "The only failure is the absence of learning."
Running an actionable, cost-effective test requires clarity and discipline to ensure you exactly answer your questions without over-engineering the effort. Kevin can help your business determine if an experiment is the right answer to your challenge and, if so, how to design and execute a test that gives the insights you need. Through the process, Kevin uses AI as a key enabler and risk mitigator, including aiding test design and anticipating potential outcomes to sharpen test design.
