Another study on the table

Only buy the study if it could change your mind.

Before you commission another round, Vantage names the question that's actually still open, and whether a smaller, cheaper test would settle it.

The question that decides it

Will this study change what we do?

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 you already have, laid out line by line, so the gap is obvious.

Proceed

ii.

If no result would change the decision, the study isn't worth buying.

ValidateProceed

iii.

A smaller test aimed at the one open question, with its cost and timing.

Validate

What it looks like

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.