SUPRA Insights
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.
In-Depth Guides
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.
Method Guide · 7 min read Van 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 read Conjoint 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 read MaxDiff: 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 read Gabor-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 read Decision 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 read What 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 Methodology Deep 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 Field Essays
From the desk of Dr. Frank Buckler.
Shorter essays on specific decisions, methodology critiques, and patterns we see across client engagements.
Category Language: Why NIVEA's Strength Isn't Producing Growth
NIVEA declined 7.9% in 2026 while owning huge familiarity. A Double Jeopardy Test across mass-market skincare shows why: the brand speaks category language.
The Three Deadliest Mistakes 90% of Brands Make Every Day
Awareness treated as relevance. Strategy built on shallow understanding. Products engineered past what people subconsciously want. Three mistakes, one root cause.
Volkswagen's Factory Problem Is a Demand Problem
Roland Berger reportedly billed Volkswagen north of EUR 10M. Now VW weighs German plant closures. Restructuring fixes consequences. Demand is the cause.
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Where we start
A decision your last study didn’t answer?
Bring that decision. The first conversation is about the call in front of you, not about a method.
