Vantage
VANTAGE
Sign inTalk to our teamGet your report
For product and innovation teams

Make the stage-gate call on evidence, not volume.

You're comparing two or three concepts and need to pick one. Vantage lays out what each has going for it and against it, side by side, so the decision isn't settled by whoever argues hardest.

Get your reportTry a free quick read
The question that decides it

Which concept moves to the next gate?

Every Vantage call ends in one of five: Proceed, Refine, Validate, Pause or Stop.
What Vantage answers

The calls in front of you, made on evidence.

i.

Which concept moves forward?

Concepts compared on the same labels and the same evidence bar.

ProceedStop
ii.

What should change before validation?

Fix the claim, pack or price first, so the test measures the real product.

Refine
iii.

What goes in the gate deck?

The call, the reasoning and the open questions, ready to present.

Validate
What it looks like

A sample decision.

Product record Sample
High-Protein Breakfast Cookie
Concept
Verdict · ValidateValidate Concept A before production

Strongest demand of three, but the reason it would sell has never been tested.

Evidence

52 of 120 target buyers would buy Concept A. Concept B: 19 of 120.concept_survey_mar.csv

Inference

Taste will matter more than price for repeat.41 of 74 comments mention taste

Assumption

People will eat it instead of their usual breakfast.Not checked yet

Next dollar goes to

A 60-person home-use test. About $8,000, 3 weeks. Proceed if 25 or more of 60 replace breakfast.

What you bring

  • The concept, deck or product brief
  • Any research you've run: surveys, panels, taste tests
  • Sales, repeat or retailer feedback, if it exists
  • Your price and cost assumptions

What you get back

  • One call: Proceed, Refine, Validate, Pause or Stop, with the reasoning
  • Every line labelled evidence, inference or assumption, with its source
  • Confidence based on how well the evidence holds up
  • The next test worth paying for, and the result that would change the call
Related

Also useful.

Use casePick the concept to fundRead more →Use caseFix it before you testRead more →IndustryFood & BeverageRead more →

Have a decision in front of you? Start with one product.

Get your report