MVT

 “The essence of an MVT improvement process is rigorous, quantifiable, accelerated learning.”

Breakthrough Business Results with MVT

Charles Holland

CEO, QualPro

Multi-Variable Testing (MVT) is one of those astounding breakthroughs in business that seems too good to be true. MVT routinely comes up with results that save companies $20 million a year, or increases revenues by 167%, or discovers an $80 million a year new source of revenue. It revolutionizes marketing communications testing.

Traditionally, we have to test only one dependent variable at a time. MVT allows us to test 20, 40, even 50 dependent variables all at once, with the same statistical reliability, variance and confidence levels we have sought with single variable testing. Plus, with MVT we get the bonus of being able to quantifiably understand the interdependence of the variables.

The one drawback to an MVT test of marketing communications materials is that you have to produce different versions of the materials for each test cell. That can mean 20, 40 or even 50 different versions of the test materials. An Automated Marketing Communications system overcomes that problem and dramatically cuts the costs and implementation times for an MVT test. 

Trialogue Corporation markets MVT through the auspices of QualPro in Knoxville, Tennessee. QualPro is the leading provider of MVT in the world. Charles Holland, CEO of QualPro recently published a book on the subject Breakthrough Business Results with MVT; John Wiley & Sons, 2000.