MindMap

The seven decisions

Not services. Decisions.

A service is what we sell. A decision is what you are about to make. Seven decisions recur, whatever the sector — here they are, in the words of the people making them.

The seven decisions

A decision commits a budget. These are the seven that recur.

  1. 01ENTERHow big is this market, really?Sizing, competitive structure, demand forecasting — informal economy included.
  2. 02UNDERSTANDWho are they, and what actually decides them?Segmentation, U&A, ethnography, decision journeys.
  3. 03PRICEHow much are they willing to pay?Elasticity, conjoint, trade-offs, brand contribution.
  4. 04CREATEWill it work, before you spend?Concept, product and packaging testing, volume forecasting.
  5. 05CONVINCEIs the message landing?Pre-testing, campaign tracking, media contribution, social listening.
  6. 06SERVEWhere are we losing customers?Customer journey, satisfaction, mystery shopping, churn drivers.
  7. 07ANTICIPATEWhat is changing right now?Trends, foresight, opinion, scenarios.