1Problem
Budgets are shrinking.
When growth slows, marketing is one of the first lines the CFO cuts. Every year you defend the same plan with less money.
Reclaim Growth Lab
Your CFO wants proof.Your board wants AI.
Become the person your CMO calls before a growth decision.
Every year you defend the same plan with less money. In six weeks you learn why your customers buy, where AI belongs in your marketing, and how to build a growth plan your CEO and CFO will back.
Founding cohort: 10 seats at half price, starting 1 March 2027.
About one hour a weekPrivate peer groupCustomer twin and CFO twin14-day money-back guarantee
Taught by Dr. Frank Buckler, developer of the peer-reviewed Causal AI method behind SUPRA. Guest experts: Thomas Barta, Dr. Jonathan Mall, Dirk Ziems, Per Kasch and Prof. Dr. Michael Urselmann.
Client case
Sonos predicted that better streaming reliability would lift NPS by 6 points and showed what that meant for upsell and word of mouth. With that case the team won the funding. Six months later the measured results matched the forecast, and marketing earned the trust of finance.
Most budget fights are lost before they start, because nobody can say which part of the plan creates growth. Once you know the cause and can put a number on the effect, the conversation with finance changes.
The lab teaches the same steps: find the cause, put a number on the effect, make the case to finance.
Cause, effect, budget
How Sonos won the funding for better streaming
- CauseStreaming reliabilityfound as a driver of NPS with DeepCause™
- Forecast+6 NPS pointswith the effect on upsell and word of mouth
- BudgetFunding approvedon the strength of the case
- 6 monthsMeasured result matched the forecastand finance started to trust marketing's numbers
Client case: Sonos.
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
What every marketing leader is up against
Three problems, one cause
2Problem
The board wants AI everywhere.
The message from the top is to do more with fewer people. You also see the risk: cheap AI output makes brands interchangeable. Someone has to decide where AI helps and where it costs quality. If you don't, IT or procurement will.
3Problem
Marketing needs proof.
To get investment, marketing has to show its impact in the figures the CFO steers by: revenue, margin, cash and risk. Reach and awareness scores don't carry that conversation.
All three trace back to the same gap
Teams know what customers say in surveys. They rarely know which factors drive the purchase and how much each one weighs. Without that knowledge, AI produces faster versions of the wrong message, and every budget argument rests on opinion.
Six weeks from now
What changes for you
Your CFO asks what the plan returns.You answer with the drivers that cause purchase and what each one is worth.
Your board asks about AI.You show which work AI can take over and where customer insight has to decide.
Your CMO has a growth decision to make.You get the call first, because you can explain why customers buy.
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 marketing leaders under budget pressure, the two that matter most are AI in marketing and proving impact to the CFO.
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
Implement by iterating with a customer twin and a CFO 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 messages and offers on the customer twin, and your growth plan on the CFO twin, until the plan holds. You also learn where a twin is reliable and where a decision needs real measurement.
You leave witha working customer twin and a growth plan tested against the CFO twin, with 3 months of access to both.
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 spend
- Customer twin and CFO twin, 3 months of access
- 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 marketing 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 your growth plan
The plan you want your CEO and CFO to back, the AI request from your board, and what you already know about your customers. You leave with a plan that has already faced a CFO twin.
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
Thomas BartaNYT bestselling author on marketing leadership, global CMO trainer, ex-McKinsey partner
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
Per Kasch15+ years of brand imagery for SWISS, Lufthansa, Mercedes-Benz and SBB; co-runs SUPRA's visual impact research
Prof. Dr. Michael UrselmannProfessor of fundraising at TH Köln, author of the standard German textbook Fundraising
Free, before you decide
Get the CFO question list
The questions a finance lead asks about a marketing plan, and how to answer each one with cause and effect instead of reach and awareness.
What it is
A two-page PDF you can use for your next planning round, whether you join the lab or not. Free, sent by email.
Investment
A growth plan your CEO and CFO will back
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 where your current marketing story misses what drives purchase, 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, CFO twin 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.
Attribution and MMM
Show what happened
They tell you which channel got the credit, not why customers bought.
Surveys and survey-based twins
Measure what people say
People buy differently from how they say they will.
Pattern AI
Learns from the past
It shows what correlated before, not what causes purchase.
DeepCause™ measures the implicit reactions of real customers and uses Causal AI to show which driver causes purchase and how much it weighs. Every recommendation comes with the effect you can put in front of your CFO.
DeepCause Category Study
Your brand in a study of your category
9.5k Euro
per brand, plus VAT
- Everything in the lab
- A seat in a DeepCause category study with up to 15 brands
- Driver profile for your brand and a category benchmark
- Twins calibrated on the study data, 12 months of access
- A growth plan your CEO and CFO can check
- Two-hour workshop with your CMO, 90-day follow-up
DeepCause Custom Study Recommended
Fully customized for your brand
50k Euro
per brand, plus VAT
Focus: growthWhich drivers move purchase for your brand, what each is worth in your P&L, and a simulation of your plan before you commit the budget.
- 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
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
Is this a course about AI tools?
No. AI in marketing is one focus module. The lab starts with why customers buy, because AI only helps once you know which message is worth producing faster.
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.