Before you test

Fix the concept before you pay to test it.

Validation is expensive. Vantage finds what to change in the product, pack, price or claim first, so the test you buy measures the version you'd actually launch.

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The question that decides it

Is this the version worth testing?

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.

Is the claim pulling its weight?

Which claim gives people a reason to believe, and which one they ignore.

Refine

ii.

Does the price match the perceived result?

Whether the problem is the price, or what people think they get for it.

RefineProceed

iii.

Is the format right for repeat?

Pack size, usage and the purchase cycle, checked against the plan.

RefineValidate

What it looks like

A sample decision.

Product record Sample

Vitamin C Serum

Validation

Verdict · RefineRefine the claim, keep the price

The team assumed price was the problem. It wasn't.

Evidence

Purchase intent held at $38 across 180 target buyers.claim_price_test.csv

Evidence

The “glow” claim scored lowest of three claims tested.claim_price_test.csv

Inference

“15% vitamin C” is the stronger reason to believe.Open-ended answers

Next dollar goes to

Rewrite the claim, then run a two-week claim test before packaging is printed. About $3,500.

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 →RoleConsumer insightsRead more →IndustryBeauty & Personal CareRead more →

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