We test and measure more than ever to make better decisions. But what happens to the unconventional ideas that die along the way? In this episode of Marketingdilemmaet, Alexander Asmussen, Head of Creative Excellence at Ipsos Denmark, argues that the problem isn’t that we measure - it’s when we measure. You’ll also hear why a 44% difference in sales effectiveness matters, and why placing a logo in the corner does nothing to help people remember the sender.