Shorter pieces by Dr. Frank Buckler — on specific decisions, methodology critiques, and patterns observed across SUPRA client engagements.
Ford, Meta, Peloton, Nike, Intel — a graveyard of billion-dollar bets built on what customers say instead of what they do. The say-do gap, and how to bet with evidence.
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A study of 470,000 people links sunscreen to 2x cancer. It's a real correlation — and completely misleading. The same trap sits inside your marketing dashboard.
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T-Mobile 4x'd revenue in a commoditized market with a worse network. The reason wasn't price. It was understanding what customers were truly longing for.
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Machine Learning predicts. Causal AI explains. Why most price models, marketing mix models and driver analyses deliver biased results — and how to spot it.
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Only ~5% of ads drive growth. The same 5% shows up in brands and innovations. It's not luck — it's a Success Chain that breaks at the weakest link.
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Early mistakes multiply tenfold at every stage. Ford's EV bet, built on conventional research, cost $19.5B in 2025. The Tenfold Rule of marketing strategy.
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Apple raised prices 26% — from the top of the premium market. Most brands price on guesswork or flawed methods like Van Westendorp. Here's the professional way.
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CMOs can't master every technical detail. But if you can't kick the tires on your insights, your strategy is built on sand. Here's what to ask — and why.
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75 people used AI to bet on the World Cup. The scores couldn't be more different. Two lessons on why AI needs experts — and an end-to-end insights-to-impact chain.
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Van Westendorp for the price, explicit surveys for adoption blockers — all by the book. The book missed the biggest purchase driver. How implicit research saved the launch.
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Flawed execution, a strategy built on shallow insight, or a plan that outlived its purpose — three growth challenges, three different fixes, and a free AI Diagnostic to find yours.
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Most brands don't fully understand why their customers buy — so their strategy is built on sand. How clarity and insights can 4x revenue in a commodity market.
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A naming convention lifted demand by 10%. 38% of product value wasn't features at all. Four real pricing insights that conjoint analysis would have missed.
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Only 5% of brands, launches, and creatives truly succeed. The story behind THE TOP 5% — and why copying textbook marketing wisdom guarantees average results.
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Trying to be a perfect marketer produces bad marketing. Why mastery in one high-impact domain beats competence in ten — and how T-Mobile proved it.
Read essay →Most brands tinker with MMMs, digital marketing, and fuzzy segmentation. Science shows it won't create significant growth. The Growth Map shows what will.
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A €1m MBB growth strategy is only as good as the insights beneath it. Why a low five-figure second-opinion project is the highest-leverage check you can buy.
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The market price is not a given — long term, it can be nurtured. Why pricing is a dynamic market game, and how tactical optimization alone leaves the biggest lever untouched.
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A top consulting firm's segmentation faded out in implementation. Causal AI replaced it with 2 core value segments the organization actually used. Here's why.
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Demographic and psychographic clusters look sophisticated but fail at activation. Behavioral triggers plus Causal AI produce segments you can actually use in CRM and sales.
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Most SaaS pricing is guesswork. Five red flags that your price is quietly capping profit and growth — and how causal, validated insights fix each one.
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A B2B company let key account managers set €10M in prices. Causal AI turned their uncertainty into confidence — and delivered +8% contribution margin.
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Frameworks, benchmarks, best practices — and still no answer to what happens when you move the price. Why pricing needs causal understanding, not plausibility.
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Everyone complains about their consultants. Nobody fires them. The Boutique Hack: give a specialist boutique one focused task and let the results compete.
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Marketing tries to convince the rider while the mustang decides. Why awareness and attention are vanity metrics — and what market research should measure instead.
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At IIEX NA 2026, the Greenbook sign crashed onto its own logo. A perfect metaphor for AI research tools chasing faster, easier, cheaper — instead of truth.
Read essay →The conscious mind doesn't make the decision — it writes the press release. Why traditional market research builds strategy on stories, not behavior, and the Deep Implicit framework that fixes it.
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