The Week: i-Q - The internet question - Is pre-testing the enemy of creativity?

The way most pre-testing is done is corrupt, because it gives the test group way too long to consider the creative, and allows each individual to be influenced by others in the group.

Advertising is consumed (if at all) quickly and on an individual basis So while I wouldn't say pre-testing is the enemy of creativity per se, I would say gut instinct should be more important. After all, that's what our audience uses when they see our work. - Richard Hayter

Being new to the industry and having recently gone to my first groups, I saw in the first two minutes that research hinders creative without any doubt! - Musa Tariq

The single purpose of ...