Marketing and brand
Find the message that changes the choice.
Compare the claims, offers and frames behind a campaign before the media commitment.
Define the comparison.
Make the trade-off visible.
Start with the alternatives and the population whose choices matter to the decision.
Inputs
Message variants
Creative context
Audience definitions
Audiences
Compare alternatives within current customers, then inspect differences from the other defined groups.
Evidence
The estimated response, uncertainty and the conditions under which the comparison was made.
See how the experiment works ↗Illustrative decision, not a customer result
Which product story should lead the campaign?
Follow one decision from the business situation to an experiment and an interpretation.
Scenario
The team can lead with price, ingredient quality or local sourcing. Each idea makes a different promise to a different audience.
Explore related evidence ↗Change the product story
Illustrative choice shares. Synthetic data, not a model result.
Other decisions
worth testing.
The same discipline applies: define the contrast, inspect the result and retain the uncertainty.
Product innovation
Compare product attributes, price and positioning while the alternatives are still open.
Audience segmentation
Compare how defined populations make trade-offs so a segment explains a decision.
Scenario planning
Compare explicit alternatives and assumptions before treating one future as the forecast.
Strategic communications
Compare how stakeholders respond to a frame, a channel or a disclosure sequence.
Bring us your
marketing and brand decision.
We will work through what the experiment needs and what the result can tell you.
Test a decision