If there is one thing I would recommend that agencies do to sell more Investor Testing, it would be to make it a small thing.
Many companies make a big deal out of testing. They hire an agency to run a $ 50K test for them. They have multiple meetings beforehand to negotiate the study, plan, and prepare it. They study eight or twelve people, put about four weeks aside for analysis and report writing, then have a big meeting during which results are presented and a big report is handed out. This is not the right approach.
Yes, there are situations when this is exactly what the organization needs. I understand and accept that but today, I feel that the smaller the study, the bigger its impact. Also if a test is not a big deal, stakeholders see it as something they can be involved in. They can be a part of it because they understand it.
Adding Investor Testing to the process both saves time and money. This is counterintuitive to most people, specifically for folks who have not gone through investor testing before. How can you possibly save time by adding a step and spending more money in the process?
The analogy I like to give is asking directions. Sometimes stopping to ask for directions takes a few extra minutes but saves a lot of time in the long run.
Conducting user experience research through Investor Testing clarifies the team’s understanding of investors, their current experiences, their needs/ desires, and what improvements need to be made to the current message and presentation.
Without this information, you are simply in the dark. How can a marketing team possibly know how to craft compelling communication without this basic information? If they stumble on the right formula, it is sheer dumb luck.
Much more likely is that the design team comes up with something that isn’t right, and it doesn’t sit well with the rest of the team. There are countless meetings to come up with the right design, with a lot of guesswork and anecdotes being thrown around.
Had the design team only done the upfront research and testing, they would have reached the right design much sooner and with a lot less pain.
To some people, testing a product that is going to change doesn’t make sense. However, once they see the benefits, they never go back.