This is the most common real challenge with market testing: you complete the test, but the conclusions aren't accepted. The root cause is usually that "the data isn't convincing enough" or "decision-makers don't have sufficient confidence in the data." There are two approaches to solving this: First, involve relevant decision-makers when designing the test to define "what question we want to answer and what results would count as valid." This way, when results emerge, they're harder to dismiss. Second, focus data presentation on behavior rather than opinions—customers' actual number of inquiries, conversion rates, and repeat purchase rates are more persuasive than survey responses saying "very interested." The article also reminds us that the core spirit of market testing is "learning and adjusting." If you don't establish consensus upfront that "we're willing to change when we see data," the test itself loses much of its value.