All the left v right brain talk is going nowhere. Everything you see that is of high quality contains elements of both technical and creative mastery. We do what's easy and avoid what's hard...and even geeks get data wrong. Artistic measurement is as rare as scientific creativity, but we cannot change the world until we stop avoiding what's hard. Data-centric evaluation - today centering on ad evaluation - requires a collaboration among psychologists, economists, artists, and craftspeople from many disciplines if we want to rise above the everyday crap we hear in ads. This interdisciplinary approach to evidence-based decisions has been used successfully over 25+ years by Mr. Davis to position messages for Camel Joe, L'eggs hosiery, Coca Cola, politicians, cities and others who need to think critically, using research to learn the trutth, and not just support an idea that is already in motion. Evidence based decisions, your mind does it, why can't you?
