Write the hypothesis
A useful creative test begins with a reason: customers may respond better to a product demonstration than to an abstract benefit. Make that question explicit before producing variations.
FIELD NOTES / 2
Test an idea, not just a colour.
Practical notes from the LAM methodology.
Keep the comparison legible
Changing the audience, offer, destination and video at once makes interpretation difficult. Decide which variable matters and keep enough context consistent to understand the result.
Turn the review into a brief
Record what the test suggests, where the evidence is limited and what the next production round should explore. Creative reporting becomes useful when it changes the next piece of work.