— We move innovation teams from stated preference to real evidence.
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.
We help you understand:
New Propositions
Build what customers pick, not what they praised.
Messaging
Learn the message they act on, not the one they rate.
Creative
Hooks that earn the click, not the compliment.
Pricing & Packaging
Know what they'll pay, not what they say.
Market Entry
Real demand, not declared interest.
Portfolio Prioritisation
Fund what performs, not what tested politely.
Campaigns & GTM
Scale what converts, not what focus-grouped well.
The Verdict
A decision, not a deck of maybes.
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.
