“Testing all of them with humans is too time-consuming, too expensive,” Phillips said. “However, you do want feedback on every piece of creative. You want to know whether it’s good or bad. You want to know whether you can improve it, but also critically, you want to understand: Does it fit with the rest of the campaign?”
He made it clear that key pieces of a campaign should still be tested with humans, but derivative versions and less risky elements can be tested with synthetic consumers.
