Whatever we think the market response will be, the only way to test any expectations is to go to market. It is likely that once we have done so, some aspects of campaign strategy will need to change. It could be that the message needs some attention; the target market or data needs changing; the researcher approach and skills need improving; and possibly timescales, budget and ultimately, overall expectations, need to be revised.

The less we know - and the more we need to know – the more important a pilot phase could be.

It is, of course, also a good way for you to assess our capabilities and for us to assess the potential and workload requirements of your solution.

We do understand that you may have to apply for budget to conduct such a campaign once and once only. However, it may simply not be possible to provide a single fixed cost or commitment – based on the information available. It should be possible in such cases to communicate the logic of this to the ultimate approver.

If you wish to conduct a pilot phase, we will happily provide a sensible fixed cost for this. We will roll into the next phase seamlessly if you are happy with progress, so no momentum will be lost. Alternatively, we will suspend activity until you can revise your plans and further instructions.