Pretesting 21st century style

Nuclear2 At a breakfast planning meeting this morning (all will be revealed in a few weeks time) with a select group of UK research luminaries the best anecdote of the day was the one about Unilever's pretest using survey monkey with the 3 questions on which the AI Index is based. A whole lot cheaper than asking the standard 30 questions on Millward Brown. Feel a cold draft blow up your spine? Research is achanging and the change is loong overdue..

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