Q: If you don’t have time to test before going to market, you don’t have time to fail (12:11)

The reality is, if you don’t have time to test before going to market, you definitely don’t have time to fail once you’re there. You launch something based on gut instinct, and if it underperforms, you’re right back at square one — spending more time, more budget and more resources to fix it.

But taking even just a month up front to test can completely change the game. It gives you confidence and clarity. Like Jim said, let data do the heavy lifting. That’s what we focus on: using neuroscience-backed testing that blends traditional research — like surveys and interviews — with in-context consumer behavior.

We look for the intersection between what people say, what they do and what they think. That’s the sweet spot.

We use Tobii 3 eye-tracking glasses, which capture 50 eye movements per second. So if someone shops a planogram for 30 seconds, that’s 1,500 data points — per person. It means we can quickly build a statistically valid dataset. We can test 30 people in half a day, run a round or two and usually have results in about two weeks.

So that whole “we don’t have time” thing? It kind of falls apart.