A Clear Question
We push our clients to articulate a clear questions. You'll hear us say things like "What decision are you trying to make?"
We'll help you sort through vague objectives like “learn more about consumers.”
We're looking to get you to a decision-driving question.
Can my ads be more effective?
Is our brand positioned correctly?
Which audience should we prioritize?
If the question isn’t clear, the answer won’t be either.
The Inkblot Research Brief is one way we try to get clients to articulate clearly what the research needs to solve.
A Clear Framework
The Inkblot Team has a specific designated framework for every research objective. We don’t rely on scattered metrics or isolated KPIs.
We use defined strategic frameworks — built around how consumers actually think and act.
Our frameworks are centralized in our application, Inkblot Architecture. This apps allows us to provide the "building blocks"
A Clear Metric
Every framework includes a defined decision metric.
In ad testing, for example, we use a modeled decision tree to determine:
What portion of exposed consumers are likely to make a purchase?
That number isn’t just a statistic — it’s the answer to the client’s question. It tells you how effectively your ad will drive sales.
No ambiguous dashboards.
No disconnected slides.
A single metric that drives clarity.