Scenario planning
Test the conditions behind the plan.
Compare explicit alternatives and assumptions before treating one future as the forecast.
Define the comparison.
Make the trade-off visible.
Start with the alternatives and the population whose choices matter to the decision.
Inputs
Baseline conditions
Alternative scenarios
Decision constraints
Audiences
Compare alternatives within current buyers, 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
What changes if the competitive offer changes?
Follow one decision from the business situation to an experiment and an interpretation.
Scenario
The proposed launch depends on a competitor's price and on which features people value. Those conditions may change before the launch.
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.
Marketing and brand
Compare the claims, offers and frames behind a campaign before the media commitment.
Audience segmentation
Compare how defined populations make trade-offs so a segment explains a decision.
Strategic communications
Compare how stakeholders respond to a frame, a channel or a disclosure sequence.
Bring us your
scenario planning decision.
We will work through what the experiment needs and what the result can tell you.
Test a decision