In general test behavior, not opinions if you can. People lie to themselves and pollsters constantly. This is an awesome article about how the Obama campaign

In general test behavior, not opinions if you can. People lie to themselves and pollsters constantly. This is an awesome article about how the Obama campaign used testing to design their email campaign: http://www.businessweek.com/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails http://www.businessweek.com/articles/2012-11-29/the-science-... Big takeaway: you have no idea what is going to work, measure behavior not opinions.