The science behind high-stakes marketing decisions.
In-depth guides and field essays on causal AI, the say-do gap, and the methodologies that separate decision-grade evidence from confidently wrong consumer research.
Pricing & research methods, and where they break.
Start with the pricing-methods pillar, then go deep on each method, what it measures, and the moment it quietly misleads a high-stakes decision. Written for CMOs, Heads of Insights, and strategy teams who own decisions where stated-preference research has failed them.
Pricing Research Methods: A Practical Comparison
Seven methods to find your price, only two actually predict market behavior. The hub that compares Van Westendorp, Gabor-Granger, Conjoint, Implicit Pricing, and Causal AI, and links to the deep dive on each.
Start here → Method Guide · 7 min readVan Westendorp: Why It Underprices Premium Brands
The Price Sensitivity Meter asks four honest questions and gets four dishonest answers. What it actually measures, and why it quietly underprices premium positioning.
Read the guide → Method Guide · 8 min readConjoint Analysis Examples, And the One That Failed
Five clear, worked conjoint examples across pricing, product and brand, plus the real-world moment conjoint predicted the wrong price, because nobody buys inside a survey grid.
Read the guide → Method Guide · 7 min readMaxDiff: What It Measures, and What It Can't
The best ranking tool in survey research, and still the wrong instrument for high-stakes calls. It captures stated importance, not what causally drives the sale.
Read the guide → Method Guide · 6 min readGabor-Granger's Fatal Flaw
Show a price, ask "would you buy?", repeat. You get a clean demand curve, built on answers the method itself anchored. How it works, and where it breaks.
Read the guide → Decision Intelligence · 7 min readDecision Intelligence for Pricing: Causal Models, Not Dashboards
Most "decision intelligence platforms" are dashboards that describe the past. A pricing decision needs a causal model that answers what would happen if you changed the price.
Read the guide → Deep Dive · 11 min readWhat is Causal AI? A Practical Guide for Marketing Leaders
Predictive AI tells you what will happen. Generative AI tells you what could be written. Causal AI tells you what would happen if you did X, the only AI that gives you a decision lever. A practical guide.
Read the guide → MethodologyDeep Implicit Research, The SUPRA Framework
The three-stage methodology behind every SUPRA engagement: Frame, Measure, Infer. Qualitative neuroscience + Implicit Association Testing + Causal AI applied to System 1 decision-making.
Read the methodology →From the desk of Dr. Frank Buckler.
Shorter essays on specific decisions, methodology critiques, and patterns we see across client engagements.
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