1Problem
Every test costs a season.
Mailings need large test cells and weeks of response time. Ads burn media budget before a test reaches significance. You get a handful of real tests a year.
Reclaim Growth Lab
Lift conversion on everymailing, email and ad.
Build challengers that beat your best mailing or ad, and know why they win.
Your best-performing version is hard to beat, and an A/B test only tells you who won, not why. In six weeks you learn what makes your customers respond and build a challenger you have tested against a customer twin.
Founding cohort: 10 seats at half price, starting 1 March 2027.
About one hour a weekPrivate peer groupPostal and digital14-day money-back guarantee
Taught by Dr. Frank Buckler, developer of the peer-reviewed Causal AI method behind SUPRA. Guest experts: Prof. Dr. Michael Urselmann, Per Kasch, Dr. Jonathan Mall, Dirk Ziems and Thomas Barta.
Client case
Kindernothilfe asked SUPRA to rework a donation mailing to its existing donors. We measured what made donors respond, built a challenger on those drivers and tested it against the usual mailing. Conversion rose from 3.5 to 5.1 percent, the average gift from 51 to 75 euros, and total donation revenue almost doubled.
A mailing to existing customers has the same levers as a cross-sell mailing, a catalog or a CRM email: the subject line, the argument, the image and the overall feel.
The lab teaches the same steps: find what drives response, build the challenger, let the A/B test decide.
Control vs. challenger
A donation mailing to existing donors, A/B-tested
Conversion
Average gift (EUR)
+96%total donation revenue
Client case: Kindernothilfe. Published in Fundraiser Magazin.
One of the most productive labs I've ever been part of.
Philipp HäseliHead of Marketing, Läderach
This lab is so to the point that it helps you get results in days.
Dr. Rajul JainCMO, Glob.AI at Globant
When we need clarity grounded in causal truth before we build strategy, SUPRA is the first name I reach for.
Dr. Marc GüntermannHead of Global Sales Strategy & Business Development, Volkswagen Group
SUPRA exposed the limits of conventional research. For high-stakes CMO decisions, they're my trusted choice.
Thomas BartaNYT bestselling author · global CMO trainer · ex-McKinsey partner
Why most challengers lose
Three problems, one cause
2Problem
You learn who won, not why.
An A/B test picks a winner. It doesn't tell you which element made the difference, so the next campaign starts from scratch again.
3Problem
AI makes more variants than you can test.
Fifty versions of a mailing or an ad now cost almost nothing. Picking the two that deserve a place in the test is still guesswork.
All three trace back to the same gap
Most challengers are built from experience and taste. Few teams know which drivers make their customers respond and how much each one weighs. Most of these drivers work below conscious thought, so customers can't name them in a survey. Without that knowledge every test is a bet, and AI only produces faster versions of the same bet.
Six weeks from now
What changes for you
Your next challenger goes into the testwith a clear reason why it should win.
Fifty AI drafts land on your desk.You know which two deserve a test cell.
The test is over.You know why the winner won, so the next campaign starts ahead.
The lab
One method, six lessons, your focus
You start with why people buy and finish with your own customer twin. In between you pick the focus modules that fit your job; all four are included. One lesson a week, in the format that fits your day. For direct marketing, CRM and performance leads, the core is the module on assets that convert.
Start · for everyone
Lesson 1 · Cause · for everyone
Why people buy
Growth has many levers, and the biggest one is customer understanding. Most purchase decisions start below conscious thought, in needs people can't put into words, so surveys miss them. You learn why, and how SUPRA's DeepCause™ method makes these drivers visible. Then you apply it to your business with our proprietary qualitative method. We go through the cases of T-Mobile USA, Sonos and Kindernothilfe.
You leave withthe hidden drivers of your customers, ranked as hypotheses you can test, and a Consensus X-Ray that shows where your brand sounds like its competitors.
Focus modules · all four included, take what fits your job
Focus 2 · Scale
AI in marketing
With Dr. Jonathan Mall
The AI systems marketing can use today, from content and analysis to agents and digital twins. Then a framework to decide, task by task, what to automate, where AI supports your team and what stays in human hands. What is known can be automated. Where validated customer knowledge is missing, you need insight.
You leave withan AI map for your marketing function that you can show your board.
Focus 3 · Cash
Prove impact to your CFO
With Thomas Barta
A framework that links marketing to revenue, margin, cash and risk. You frame your growth plan as an investment with expected return and risk, learn which methods prove cause and effect and which only show correlation, and put your case in front of a CFO twin that asks what a finance lead would ask.
You leave witha growth plan you have tested against the CFO twin and revised.
Focus 4 · Create
Ads that sell, and how to test them
With Per Kasch
What a picture, a message and a brand signal do to purchase. You learn the 2+2 Rule from SUPRA's visual impact research: two qualities that sell in every category, and two that follow your buyer's main worry. Then how to brief qualities instead of styles, and how to test visuals by their effect on purchase instead of liking or attention.
You leave witha briefing framework for your agency and a test plan for your next key visual.
Focus 5 · Convert
Assets that convert
With Prof. Dr. Michael Urselmann
Why people respond to a mailing, an email or a landing page, or throw it away. You find the response drivers of your audience, write challengers with the Challenger Advisor, an AI advisor trained on neuroscience research and SUPRA's findings, and see where a draft works against those drivers.
You leave witha challenger tested against your customer twin and ready for your next A/B test.
Finish · for everyone
Lesson 6 · Build · for everyone
Optimize your asset with your customer twin
You apply the method to your own market. With a filter framework you sort the customer insights you already have. With our qualitative method you collect what your team knows about your customers but has never written down. From both you build a customer twin, a digital customer you can ask about messages, ads, offers and drafts before money is spent. Then you iterate: you test drafts of your mailing, email or ad on the twin and revise until one clearly stands out. You also learn where a twin is reliable and where a decision needs real measurement.
You leave witha working customer twin and an optimized challenger, ready for your next A/B test, with 3 months of access.
How the lab works
Built around your own work
- One hour a week, no wasted time
- Six lessons, each as video, text, slides or an AI assistant
- Weekly live Q&A with Dr. Frank Buckler, with or without preparation
- Test before you print or pay for media
- Customer twin, 3 months of access
- Challenger Advisor and AI skills for your own AI tool, inputs stay anonymous
- Consensus X-Ray of your brand against ten competitors
- Never decide alone
- The Catalysts, a private peer group of direct marketing, CRM and insight leads
- Frank and the guest experts in the group between the calls
- A budget request kit to get your manager on board
Built for full calendars
About one hour a week, call included
Watch it25 min
Read it8 min
Skim the slides5 min
Ask the AI assistantabout your own case
Each lesson comes in all four formats. Pick the one that fits your day. No time to prepare? Join the call anyway. Bring your question, leave with an answer.
Your material
Bring the asset you most want to beat
A cross-sell or donation mailing, a catalog, a CRM email, a landing page or a conversion ad. The lab works the same way for each of them, because the drivers sit in your customers, not in the channel.
Your instructor
Dr. Frank Buckler
In 1994, as a student, Frank built neural networks to predict the stock market. They found patterns, and the patterns kept breaking. That is where he learned that correlation is not cause.
Later, in pricing projects at Simon-Kucher, he saw marketing teams with the same problem: plenty of data on what customers say, little on why they buy, and a CFO who could tell the difference. His doctoral research was his answer. It became the Causal AI method behind SUPRA, which he founded in 2014. The method is peer-reviewed and in use at many leading brands.
He is the author of The Top 5%, Think Causal Not Casual and Pricing Intelligence, and has presented six times at the ESOMAR global congress.
Guest experts
Prof. Dr. Michael UrselmannProfessor of fundraising at TH Köln, author of the standard German textbook Fundraising
Per Kasch15+ years of brand imagery for SWISS, Lufthansa, Mercedes-Benz and SBB; co-runs SUPRA's visual impact research
Dr. Jonathan MallCustomer twin expert, co-founder of neuroflash
Dirk Ziems35 years in deep psychology, co-developer of a psychological customer twin system, co-founder of concept m
Thomas BartaNYT bestselling author on marketing leadership, global CMO trainer, ex-McKinsey partner
Not sure yet?
Start with a free Asset Check
Send us one mailing, email or ad that you want to beat. You get a short written assessment of where it likely loses and how much headroom it has. No call needed.
- Send one asset. A PDF of the mailing, a screenshot of the email or ad, and its current response if you have it.
- We check it against known response drivers from neuroscience research and SUPRA's studies.
- You get a written assessment with the main weak spots and an estimate of the headroom.
Investment
A challenger that earns its place in your next test
Founding cohort · starts 1 March 2027
10 founding seats at half price
The first 10 participants pay 0.5k Euro instead of 1k Euro. In return they share their case with us in anonymized form, so the next cohort can learn from it.
1k Euro per participant, plus VAT where applicable · invoice available
Reserve a founding seat 
14-day money-back guarantee. Go through Lesson 1. If you don't see at least one reason why your current control can be beaten, write to us within 14 days and you get your money back.
- Six lessons and a weekly live Q&Ain four formats, about one hour a week
- Customer twin, Challenger Advisor and AI skills3 months of access, plus a Consensus X-Ray of your brand
- The Catalysts peer groupplus a budget request kit for your manager
Beyond the lab
When you need deeper proof from your markets
The lab gives you the method and a first model. When your team wants measured drivers, SUPRA runs the study with you.
Attention tools
Measure what gets seen
Being seen doesn't mean someone buys or gives.
Surveys and survey-based twins
Measure what people say
People respond differently from how they say they will.
Pattern AI
Learns from past campaigns
It shows what worked before, not why it worked.
DeepCause™ measures the implicit reactions of real customers and uses Causal AI to show which driver causes the response and how much it weighs. Every challenger comes with the reason it should win.
DeepCause Challenger Study
Your asset in a group study for your channel
9.5k Euro
per company, plus VAT
- Everything in the lab
- A seat in a postal or a digital group study with 8–10 companies
- At most one company per industry
- Implicit measurement and a Causal AI driver map for your channel
- Your own asset scored against the drivers
- Twin calibrated on the study data, 12 months of access, two-hour workshop
DeepCause Custom Study Recommended
Fully customized for your brand
50k Euro
per brand, plus VAT
Focus: conversionResponse drivers of your own customers with their weights, several test rounds against your customer model, a test-ready challenger with the reasons it should win, and support with the A/B setup and the readout.
- Everything in the group study, measured for your brand alone
- Scope, markets and modules customized to your questions
- A qualitative pre-study with your own customers
- Implicit measurement and a Causal AI driver model for the focus you choose
- Customer twins for your team, calibrated on your data, 12 months of access
- Workshop with your leadership and a one-page summary for your CFO
Or performance-based10k Euro up front for field costs, credited, plus 20% of the extra margin measured in your A/B test, capped at 100k Euro. If the challenger doesn't win, you pay only the field costs.
Talk to Frank
Your lab fee counts toward the group study or the custom study if you upgrade within 90 days, and the group study counts toward the custom study. Scope and price are fixed in writing before the start.
Questions
Frequent questions
Does this work for digital as well as print?
Yes. The drivers sit in your customers, not in the channel. The lab covers mailings, catalogs, CRM emails, landing pages and conversion ads.
Does the customer twin replace my A/B test?
No. Your A/B test still decides. The lab helps you send a better challenger into it, and fewer weak ones.
Can I take more than one focus module?
Yes. All four focus modules are included. Most participants take the one that matches their job and one more, often the module on proving impact to the CFO.
How does the founding cohort work?
The lab starts on 1 March 2027. The first 10 participants pay 0.5k Euro instead of 1k Euro. In return they agree that we may use their case in anonymized form as an example for future participants.
Who pays for it?
Usually your training or team budget. The budget request kit gives you a ready email and a one-page case to ask your manager. You get an invoice, and the fee counts toward a group study or a custom study if you upgrade within 90 days.
Who are the Catalysts?
Everyone in the lab joins a private online group: marketing, brand, insight and CRM leads at consumer brands who prepare growth decisions for their CMO. You stay in the group after the six weeks.
What do I need to bring?
What you already know about your customers: research reports, reviews, notes from sales and service, and the plan, asset or campaign you are working on. The more you bring, the sharper your first model.
How much time does it take?
About one hour a week, call included. Each lesson comes as a 25-minute video, an 8-minute read and 5 minutes of slides, and you can ask the lesson's AI assistant about your own case. No time to prepare? Join the call anyway. Bring your question, leave with an answer.
Does a customer twin replace market research?
No. It is a first model that lets you test ideas and set priorities quickly. It shows you where deeper research pays off.
What happens to my data?
The AI skills run in your own AI tool. Inputs to the twins are anonymous. Your assets and plans are not shared with other participants.