No field or profession can prescribe what is or isn’t validity or efficacy evidence. Different fields have distinctive ways of asking questions, addressing a literature, criticizing ideas, and presenting arguments. The differences make sense from a socio-cultural perspective as each of these stakeholders—you might call them customers if you are in marketing or users if you are in product development—is coming from a different culture of evidence and set of life experiences. But this seems chaotic if you are trying to collect validity or efficacy evidence and construct an argument with it.