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Month: March 2017

THE TRIALS OF TESTING

The perception is that testing kills great creative work. Focus groups lean towards the safe—the average person reacts more positively to familiar concepts. And eye-tracking studies can be frustratingly vague: So people spent 2.3 seconds staring at the violator? Does that mean they like it? Or is it just confusing? Maybe it’s so awful you can’t turn away, like watching Paris Hilton milk a cow?

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