— We turn innovation conviction into investment confidence.
Fifty years of behavioural economics research has proved one thing: people interviewed in a controlled environment don't do what they say they will - yet an entire research industry has been built around the ambiguity of what people say.
So we developed a process to understand what they really do, in the real world, before launch funds are committed.
Structured Methodology:
Three phases, one decision. Behavioural testing with real people in real channels before irreversible commitments are made. The result is a detailed launch readiness report, a single score and clear verdict: go, iterate, or stop.
Launch Readiness Index:
The launch readiness index is our proprietary scoring system that tracks each stage of our process and delivers a combined, weighted overall score. The score provides a clear indication of the opportunity based on the mix of research and real world evidence.
Who we've worked with to develop this process:
The innovation process that won you the last decade won't win you the next.
When a new product or concept goes to market, the commitment is significant and largely irreversible.
Production runs, retailer listings, launch budgets — all made months in advance, on the basis of what consumers say they'll do.
The conventional process means real behavioural evidence arrives later. As a sales number. By which point, it's too late.
We're reducing the risk, cost and uncertainty of finding out what people actually do after launch by bringing revealed preference to the start of the innovation process.
Stated Preference = what someone says they'll do.
Revealed Preference = what someone actually does.
How we do it:
Minimum Viable Brand
The process begins by defining a testing strategy and suite of assets. These assets need to be realistic and believable to ensure when they are in real channels, the real users engage with intent.
Material consistency of customer journeys for each testing phase enable us to capture a wide range of insights and data. When combined, the case for go or no-go is compelling.
Three Phase Test Program
Each phase informs the next. The whole programme feeds into a single output: the Launch Readiness Index. A score across five dimensions that tells you clearly whether to go, refine, or stop — and why.
Synthetic Testing
We build a model of your target consumer and run the concept through it at scale. Fast directional feedback and value proposition development. It tells us where the opportunities are and where the friction is.
Customer Interviews
Real people, in depth, probing the things the synthetic testing surfaced. It adds the qualitative texture that numbers alone cannot give you.
Behavioural Testing
We run live paid media campaigns — real creative, real targeting, real audiences — and measure what people actually do when the concept is in front of them with a real decision to make.
