Peter Winick explains the difference between quick marketing assessments and rigorous, statistically validated multi-rater instruments. Proper validation is costly and intense. The key is defining a clear before-and-after promise to clients, like Jenny Craig or Weight Watchers do, then measuring whether you deliver it.
Please. The beauty of an assessment— I'll make just 2 points on this. One is, there are assessments and there are assessments, right? So, I can sit down today and come up with 8 questions on something and say, you know, you're an orange and I'm a grape. The market's smarter than that, so there's sort of these marketing whatever. A statistically validated, you know, multi-rater assessment is a pretty intense process, a pretty expensive process. You know, so just understand there's different gradations there. The other piece of the assessment is, you know, I always say, what, you know, what's your Jenny Craig? If your promise to your client is, what's your before and after, right? So Weight Watchers has, hey, I was fat, you know, and then I went on this stuff and now I'm thin. That's what an assessment does. What's your before and after? People are crazed with measurement and biometrics and all this stuff. We want to see what your promise is that you're making your content's going to do, and we want to see statistically valid, valid results. Validated way that it's going to move.
