The creative department of Beautiful You, a cosmetic company, directed its research organization to conduct a focus group study to determine the "likability" of its creative ideas and themes. It also requested empirical data on customer attitudes toward its recently developed slogan, "Love the skin you are in" that was developed by the company. In which stage of the creative process is Beautiful You likely to be?

Verification is defined as the process of checking something. It is having a certainty of something or knowing what that is. Every day people without realizing it immerse themselves in verification processes: when they buy a product and read what they contain to ensure its quality or when they acquire a service. When a person verifies it is because he wants to be of something. In the scientific aspect, the research acquires much more rigor since it must be careful and try to be as accurate as possible.

In the investigation the verification is presented when the idea contrasts with the facts, that is why it starts with a hypothesis to have an idea and then through the whole research process verify this idea. In the case of Beautiful You, they want to verify their likability, where they may have an idea, but the verification will assure them that if this idea is as they thought or not.