How To Set Up A Taguchi Advertising Test

Setting up a taguchi advertising test seems easy. In fact, testing if you actually do it looks easy.

But when you really get into it. Setting up the test is the hardest part of the process.

That being said....I still think that people are making it entirely too hard.

The Rule that I use is: Test What I Can See.

Let's go back to basics. You are testing to find out what communicates best with your target market. What can you test? The short answer is everything.

The more pragmatic answer is: those items that can be seen on the page and assessed by the viewer. The question is not about what you think of the ad. It is all about what the viewer (potential prospect) thinks of the ad. You can only test what they see. Trying to get into buyer psychology is not a good idea.

Things That You Can See In The Ad:

1. Layout


2. Headline


3. Subheadline


4. Opening Paragraph


5. Bullet Points


6. Call to Action


7. Buttons


8. Navigation


9. Color Scheme


10. Capitalization


11. Images


12. Image Position


13. Credibility Elements

Why do some ads work better than others? Who knows? Testing is about weeding out effective elements from ineffective elements.

Taguchi advertising testing is also an iterative process. It should not be done in one shot - unless you are lucky. I am reading too much about how little data you need to complete a successful test.

Face it, when the test is complete, you will know. Why, because you will have an ad that is performing day in and day out rock solid.

The Taguchi and DOE testing methods are engineering tools. Engineers by training are very pragmatic in disposition. If I can not see it or measure it, it does not exist.

So test things that you can easily craft and control otherwise you will get into trouble.

Best Regards,

David Bullock
How To Set Up A Taguchi Advertising Test