Thanks for your comments and for the event - the first time I’ve been to one.

I think you’re right that a regular approach to testing is needed to actually understand the brand:customer relationship. We’d think of this as being critical to really getting under your teeth and the kind of thing that has been more difficult with traditional approaches to testing. Relationships change at different times and in different ways for different people and so you need to devise a way to offer an always-on means of testing if you really want to capture that.

Hope to see you at another event soon.

Regards

Matt

Thanks both for coming to the event and for your insights - I particularly like what you say about brands recognising that consumers don’t necessarily want to be friends with them. This really backs up my view that regular campaign testing will demonstrate at which point the brand:customer relationship can sustain a two-way dialogue.

Rebecca Caroe