Dec 17, 2021
Today rounds out this miniseries
of companies providing testing opportunities for businesses with a
conversation about fast-choice and implicit testing with
CloudArmy’s Dr. Keith Ewart.
During our conversation today,
Keith starts by telling us all about testing and project work he
did during his 24 years at Proctor and Gamble – the positives and
the pitfalls – and the work he now does as VP of Insights at
He will share about some of the
issues in testing at large organizations, including being stuck
executing projects that you know won’t work well because the
testing took too long to come back and being too far down the track
to implement something new. (So frustrating!) That’s why the super
quick and incredibly effective fast-choice and implicit testing
that CloudArmy does is such a great solution, which he will also
give insight on. Listen now to learn all about it (and best next
steps for starting your own project).
- [00:42] I am so excited to
introduce you to Dr. Keith Ewart, partner and VP of insights at
- [03:35] Keith shares about
where he lives and his background.
- [05:04] He actually started off
in microbiology. After working in microbiology for about a year and
a half he saw the wonderful world of insights and requested a
- [06:38] A key part of his life
at Proctor and Gamble was in packaging and developing better
- [07:47] The importance of
understanding the packaging impact in the zero moment of truth all
the way to the purchase in store.
- [09:18] They were encouraged to
think about multi-sensory signals.
- [10:36] The third moment of
truth is asking if that whole experience was so good that you want
to tell your friends about it. It is important to have testimonials
and brand advocates.
- [12:46] The third moment of
truth is not talked about in many companies.
- [13:57] We want to drive the
habits and at the same time we uncover what those barriers are. If
we can uncover those barriers, we can put solutions in
- [14:51] One of the biggest
barriers to innovation is speed.
- [16:05] Keith is a massive fan
of fast cycle learning, rapid prototyping, bringing ideas to life
very early on, and getting the voice of the consumer in the room as
quickly as possible.
- [18:15] What you really want is
an individual's true response and ideally more than one or two
- [20:01] You can start to think
about concepts, positioning, and using imagery to convey those
brand positioning or benefits you want to get
- [22:40] CloudArmy is a software
company and programmers who have a background in the whole
- [24:19] The beauty of a true
implicit methodology is that consumers don’t even realize that they
are being evaluated. It is based solely on reaction
- [26:28] They are using implicit
tests for packaging, messaging, advertising, and across the
board. They are getting a true unconscious response to a set
- [28:31] If you want to design
your own test, it is not a problem. The key thing is what is
the objective of the client and what is the best tool to understand
- [31:03] Context is key.
Defining what you are really trying to get at and what success
looks like. Make sure your problem statement is defined and can be
measured. Take the data and translate it to actionable
- [33:15] Keep things simple.
People’s brains are tired and they can’t cope with so much
- [34:00] How many people can
truly say they know what their brand stands for? What does the
consumer really think is the most important component of their
- [36:27] Everyone should spend
more time understanding the problem.
- [38:20] The more constraints
you put in place the longer time it will take. It is often
beneficial to keep the sample broad.
- [41:14] When you get everyone
in the room together all trying to create and you get the toolkits
around to help evaluate these things, you can make decisions
- [44:21] Melina shares her
- [47:24] Shop at The Brainy Business shop
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