For consumer insights teams

Take the research all the way to a decision.

You ran the research. Now someone has to turn it into a call. Vantage takes your findings the rest of the way, so the readout ends in a recommendation instead of a debate about what it means.

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The question that decides it

What do these findings mean for the product?

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.

What does the research actually support?

Your findings, labelled line by line, with what they do and don't prove.

ProceedRefine

ii.

Is another study worth buying?

Only if its answer could change the call. Otherwise, a smaller test.

Validate

iii.

How do we defend the call?

Every line traces back to its source, so the reasoning holds up in the room.

ValidateStop

What it looks like

A sample decision.

Product record Sample

Oat Milk Creamer

Concept

Verdict · ValidateSkip the survey, run a switch test

Two surveys already agree. The open question is behavior, not intent.

Evidence

Two concept surveys show 41% and 44% top-2-box intent.Surveys · Feb and Jun

Inference

A third survey will land in the same range.Survey history

Assumption

Coffee drinkers will switch from their current creamer for good.Not checked yet

Next dollar goes to

Skip the $40K concept study. Run a 3-week in-home switch test with 50 households, about $7,000.

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

Also useful.

Use caseIs more research worth it?Read more →Use caseFix it before you testRead more →RoleProduct & innovationRead more →

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