6/12/09

the HI™ is statistically inaccurate

back in february, i began creating the Homeless Index (HI™). the idea was to see what a brand's impression was among people who aren't exposed to very much traditional marketing. so i started asking homeless people on freeway off-ramps about their impressions of car brands (which people are most likely to offer assistance, which are least likely, etc.).

after 4 months in the field and a lot of donations, i can say with scientific certainty that homeless people are not good focus group participants. upon speaking with one dozen people, here are the results:

you learn from everything you do. in this case, i've learned perhaps the Valet Index™ would've been a better way to go.

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