I would like to summarize what the various POVs of speaker design as it pertains to listening test:
Camp 1) Yes, use measurements, but using uncontrolled, possibly unrepeatable listening tests conducted by the designer (and possibly others) is a key ingredient and it is OK and encouraged for the designer to freely, arbitrarily and subjectively adjusts the on-axis and/or off-axis frequency response as they deemed "accurate" and/or "artistic." Based on many posts by
@sigbergaudio, that is not his MO, he does NOT do this. But if I am understanding this right, members such as
@Arindal is on this camp. And we suspect AJ to be on this camp as well.
Camp 2) Yes, use measurements, but use listening tests (and not every listening test needs to be a formal controlled, repeatable with a statistically significant amount of test subjects), along with more measurements to decide on engineering trade off's between a flat anechoic response vs. in-room response, with the goal to achieve a smoother in-room response for either on-axis or a broader listening window and depending on the use cases that the speaker is designed for. This sounds like
@sigbergaudio. And I can accept this because designing a speaker with excellent directivity control is hard and not all speakers have the same use cases, i.e. on-wall/in-wall speakers, solo listening, home theater, etc. Although, I personally am in the position where I don't have to make cost compromises in buying a speaker with excellent directivity, such that I am expecting a ruler flat on-axis. So while I accept this, the engineering compromises aren't applicable to my situation.
Camp 3) No compromises should be made to the on-axis response because that is the most important factor. You should only aim for ruler flat response. Of course, this assumes the overall speaker is half way decent designed. I am on this camp, but it's easy for me to say this since I am able to seek out and willing to spend the money on speakers with excellent directivity; and the systems in my house has one use case: me, the singular, stationary listener without too much room constraints.
Camp 4) Able to make a speaker with superb directivity, ruler flat on-axis response, absolutely believe in measurements but have controlled and repeatable listening tests demonstrating that in real life use cases, the audience actually prefer something different than what Dr. Toole's research demonstrates. That is the KEF camp, where they have a slightly more aggressive downward tilt.