Branding: Comment - Screening removes guesswork in taking concepts to market

The arguments for and against quantitative screening are pretty traditional fare. Those who support it believe that without rationalisation, decisions are made based on unscientific arbitrary processes. Those against it claim that quantitative research is too rigid, that it can't hope to deal with rough concepts produced at an early stage and that consumers, unable to 'think out the box' will reject innovative new ideas.