Advertising & Creative Testing
A concept can look wonderful on paper and still fail to connect.
This study shows creative work to real affluent buyers in a natural context, measuring attention, clarity, brand recognition and emotional response.
Custom Research
Communications & Marketing
A message can look perfect internally and still fail to move the person it was written for.
The five study types
What sits inside this discipline
Communication in luxury works from two directions at once. A message may look flawless from the inside, but its success depends entirely on how it lands with the audience. This discipline tests the message, the channel, the creative and the partnership together - and checks whether your brand is actually saying the right thing at all.
Message & Claim Testing
Some claims land instantly. Others never quite fit.
This study tests which claims genuinely resonate with affluent buyers, focusing on clarity, credibility, originality, and appeal - especially useful for claims around sustainability and heritage.
Campaign Effectiveness Measurement
A campaign can generate plenty of attention without actually moving anything.
This study looks past impressions and engagement to what the campaign actually shifted - awareness, consideration, desirability or purchase intent.
Media & Channel Effectiveness
Being everywhere doesn’t guarantee being noticed anywhere.
This study identifies where affluent buyers actually spend their attention, and which platforms genuinely shape the path to purchase.
Brand Ambassador & Partnership Evaluation
A recognizable face draws attention. It doesn’t automatically add value.
This study measures whether a partnership genuinely strengthens the brand or simply lends exposure to the partner, tracked before and after it goes live.
Custom engagement. Fielded once, exclusive to one client, never syndicated or resold.
The Decision Arc
Communications & Marketing across the Decision Arc
Every discipline follows the same five-stage decision. Here is what we study at each stage, and how.
I. Spark ·
- Which messages, channels and moments first capture attention, and which of them actually set a decision in motion.
- A trigger inventory of channels and messages, paired with interviews on where attention turned into intent.
II. Aspiration ·
- Whether your creative speaks to what clients truly aspire to, or to what the house assumes they want.
- MaxDiff ranking of message territories against the client’s own value frame.
III. Selection ·
- Which message, channel, creative or partnership moves a client from consideration to choice.
- Creative and message testing in context, with choice-based comparison of competing routes.
IV. Encounter ·
- Whether the promise made in your communications matches what the client then experiences.
- Paired measurement of the expectation a campaign set and the experience that followed.
V. Verdict ·
- Whether clients go on to become advocates, and which communications keep the relationship alive after purchase.
- Longitudinal tracking of advocacy and post-purchase engagement, before and after a campaign.
Which of these answers your question?
Most engagements begin by naming the decision rather than the method. Tell us what has to be decided and by when, and we’ll scope the right study against it.