— Research Solutions
Five Common Asks.
Five Solutions.
Each one built around a decision you need to make.
Each solution is designed around a specific decision you need to make, combining what consumers say with what they actually feel – giving you complete evidence for that decision.
— How it works
From your decision to clear next steps.
01
Start with the decision
We begin with what you need to decide and what you want to test – an advert, pack, concept, menu board, Point of Sale, brand asset, promotion…
02
Match the method
When self-report is likely to mislead, we use a range of neuro-led measures, each suited to the task, to uncover what’s happening beneath the surface.
03
Integration to give you the whole picture
We combine implicit response with explicit preferences and verbatim explanations to build a more complete and predictive view of behaviour.
04
Translate into action
You receive clear next steps: what to keep, what to change, what to avoid, and what to test next.
— Choose your outcome
Five solutions. One integrated approach.
Each solution makes it easy to validate, choose and optimise your marketing material, combining implicit and explicit measurements – giving you a more complete story and reducing reliance on opinion-led debate.
Truth Test
Validate one execution or campaign before you spend.
See how it works ↓
Truth Compare
Choose the stronger route with evidence, not debate.
See how it works ↓
Truth Optimise
Strengthen work through test-and-learn iterations.
See how it works ↓
Truth Map
Clarify positioning and real differentiation.
See how it works ↓
Truth Track
Measure shifts and get clear “what to do next.”
See how it works ↓
— TRUTH TEST
Validate before you spend unnecessarily.
A focused, fit for purpose evaluation of partially or fully developed standalone executions or a campaign. Get a decision-ready diagnostic before committing budget.
Best for: Advertising, Packaging, Brand Assets, Concepts, Point of Sale, Menu Boards, Promotions.
What you’ll get
- Emotional resonance and brand perception strength
- Message communication effectiveness
- Visual attention and ease of processing
- Neuro-led optimisation
— TRUTH COMPARE
Choose the stronger route, with evidence.
A/B testing across two or more options, revealing which performs better and why – beyond what self-report can detect.
Best for: Creative routes, Pack designs, Pricing layouts, Messages, Icons, Concepts.
What you’ll get
- Winner/loser clarity and why
- Segment differences undetectable through self-report
- Neuro-led best practice guidelines for future development
— TRUTH OPTIMISE
Test. Refine. Retest. Improve before launch.
Iterative test-and-learn loops, typically two to three rounds, building evidence of improvement with each cycle.
Best for: Pre-launch creative development, Packaging refinement, Offer framing, Point of Sale roll-outs.
What you’ll get
- An iteration roadmap
- Evidence of improvement across rounds
- Stronger final execution with reduced risk
- Neuro-led best practice learnings for future development
— TRUTH MAP
Positioning grounded in meaningful differentiation of brands.
Self-report research tends to produce blunt, undifferentiated brand perceptions. Implicit response reveals the subtle but meaningful differences that set brands apart in consumers’ minds – exposing where you genuinely differ from competitors, and where untapped positioning opportunities lie.
Best for: Repositioning, Competitive mapping, Message strategy, Portfolio clarity.
What you’ll get
- Brand perception mapping that goes beyond the obvious
- Implicit differentiation that reveals what sets you apart in consumers minds
- Untapped positioning opportunities your competitors can’t see
— TRUTH TRACK
Ongoing tracking that goes beyond what consumers can consciously report.
Brand health and campaign effectiveness tracking that combines implicit and explicit measurement, matching each methodology to each question. We capture automatic, instinctive responses alongside conscious explanations that shed light on the underlying why.
The result: a truer, more complete picture of how your brand and your marketing are actually landing in market.
Best for: Brand health monitoring, Campaign effectiveness tracking, In-market pulse checks, Message wear-out, Quarterly learning cycles.
What you’ll get
- What’s moving, getting stronger or weaker
- What’s stable
- What’s at risk and needs addressing
- Clear and reliable recommendations tied to the KPIs you need to measure and the decisions you need to make
A consistently clear and thorough thinker – whilst working with her at KFC, Jackie consistently translated complex data into clear, actionable insights that drove strategic decisions at the highest level.
As Director of Science & Research at CloudArmy, I’ve had the pleasure of collaborating with Jackie on a series of projects across South Africa. Jackie brings a rare ability to combine deep consumer neuroscience expertise with marketing strategy, translating implicit consumer research into clear, actionable insights that help brands make smarter decisions.
Not sure where to start?
Bring your stimulus and the decision you need to make. We’ll recommend the best research solution and outline what you’ll get.
Book an Exploration Call