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.
The three foundations.
Each guide is a long-form, decision-oriented guide for marketing leaders. Written for CMOs, Heads of Insights, and strategy teams who own decisions where stated-preference research has failed them.
The Say-Do Gap: Why Consumer Research Lies
The gap between what consumers say they'll do and what they actually do is the largest source of decision error in marketing strategy. Why it exists, how to measure it, and what to do instead of asking.
Read the guide → Deep Dive · 14 min readPricing Research Methods: A Practical Comparison
Seven methods to find your price — only two actually predict market behavior. A practical comparison of Van Westendorp, Gabor-Granger, Conjoint, Implicit Pricing, and Causal AI for marketing leaders.
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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