This is a reprint from my last newsletter issue. But so many people loved it and appreciated it, I decided to reprint it here.

First of all, I’m not a mathematician. And Dr. Genichi Taguchi’s work specifically relates to the manufacturing industry, particularly cars. Not direct marketing. His formulas were only recently extrapolated to the direct marketing and advertising industries, in the area of split-testing.

So my answer will be limited to split-testing alone. I’m going to attempt to explain this in layman’s terms and as best as I can. I hope not to lose you along the way… Fingers crossed.

What it is, is this…

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