Here’s a breakdown of each framework and what it’s best suited for:
Communication Tests
Strategic territory test
Get early input on big ideas and creative direction.
Use this test when you want to explore initial concepts or strategic propositions and understand what themes resonate with your audience, and why.
You can test:
Value or strategic propositions
Taglines
Mood boards
Key visuals
Storyboards
Sketches
Illustrations
Voiceovers
Creative Communication Appeals Test
Understand how well your creative drives action.
This test is perfect for evaluating developed or semi-developed concepts to see if they’re influencing purchase intent or engagement as intended.
You can test:
Creative mock-ups
Short-form content
Explainer video scripts
Digital ads
Spokesperson or character ideas
Slogans
Creative Message & Comprehension Test
Find out what your audience is actually taking away.
When clarity is key, use this test to uncover how well your messages are understood, what’s being remembered, and how they’re being interpreted.
You can test:
Value propositions
Feature explanations
Taglines
Product descriptions
Voiceover scripts
A/B Test
Fine-tune your execution with direct comparisons.
Use A/B testing to compare different versions of similar creative with new eyes on each variant, great for optimising small but meaningful differences.
You can test:
Headline options
Taglines
Layout variations
Colour schemes
Talent
Packaging designs
Innovation Tests
Understand performance — and the ‘why’ behind it.
Use Concept Testing to evaluate developed or semi-developed innovation ideas and learn what’s resonating with consumers (and what isn’t).
You can test:
Concept mock-ups
Finalised packaging or product art
Mood boards with descriptions
Innovation Territory Test
Gauge the opportunity and the strength of your ideas.
Test springboards, ‘jobs to be done’, or solution territories to validate whether the problem is worth solving... and why consumers might switch from what they use today.
You can test:
Early-stage innovation springboards/territories
Mood boards
Written problem statements or insights
Mock ups
Product/service descriptions
Copy & Claims Test
Test what you say about your innovation.
Check how well your audience understands, remembers, or values your written messaging — from your packaging copy or claims and which work best.
You can test:
Written packaging copy
Slogans
Claims or benefit statements
Descriptors
Romance copy
Execution A/B Test
Compare two creative executions side by side.
Run monadic A/B tests to see which version of your product, packaging, or idea lands best, with fresh eyes on each.
You can test:
Concept mock ups
Final packaging or visual design
Still not sure which test is right for you? Jump into the platform or chat with our team. We’re happy to guide you.