Approach
Four steps, four deliverables
Each step removes one specific uncertainty before the next one starts. We start from the decision the results must make possible, not from a list of tests.
- 01
Diagnose
Deliverable · Evidence Gap Map
What you can already claim, what you cannot yet support, and where the exposure sits.
- 02
Design
Deliverable · Evidence Blueprint
Methods, endpoints, panels and sequencing, budgeted and ordered by decision value.
- 03
Decide
Deliverable · Decision Memo
One document that states what the results allow you to do, and what they do not.
- 04
Activate
Deliverable · Claim Matrix & Substantiation File
Wording by market, graded Green, Amber or Red, with the evidence attached to each line.
What the method covers
Four levers across the evidence cycle
- 01
Scientific Intelligence
- Strategic watch and weak signals
- Claims and evidence benchmark
- Opportunity and risk analysis
- 02
Claims Strategy
- Claim territories and hierarchy
- Evidence gap analysis
- Wording Green · Amber · Red
- 03
Evidence Design
- Methods, endpoints and panels
- Protocols and statistical plan
- Partner selection and steering
- 04
Evidence Activation
- Critical reading of results
- Claim matrix and substantiation file
- Scientific storytelling B2B and B2C