Pick the shape of the question. The instrument, the cast, and the report all tune to it — or skip ahead and just ask.
MESSAGE
Test a messageclosed-loop tested
Headlines, taglines, value props, ad copy. Compare versions and see which lands — and with whom.
PRICE
Validate an offerclosed-loop tested
Price, packaging, the promise. Would they buy, what stops them, and what would change their mind.
PRODUCT
React to a conceptclosed-loop tested
A product, feature, or idea — before you build it. What they hear, what they doubt, what they'd do.
AUDIENCE
Find your audience
Who is this actually for. Which segments diverge, how sharply, and what separates them.
STRATEGY
Test positioning
A stance, a category claim, a strategic bet. How it reads to the people it has to move.
+Ask anythingType it in your own words. The strategist shapes it into a question worth running.
"Closed-loop tested" means this question shape has been run against a known outcome and scored in the ledger. The others use the same engine — they just haven't been graded against reality yet.