Studies & Research
Thought leadership, research methodologies, and insights that advance the science of effective messaging.
Our Research Philosophy
We believe that the best research doesn't just inform — it activates. Our methodology bridges the gap between academic rigor and real-world application.
Test in the Real World
Traditional focus groups reveal what people say they'll do. Real-world testing reveals what they actually do. We use live digital environments to test messages, giving us behavioral data that's far more predictive than stated preferences.
Iterate Continuously
Research shouldn't be a one-time event. We build continuous feedback loops into every campaign, using live performance data to refine messaging and strategy throughout the engagement.
Translate to Action
Every insight we generate comes with a clear path to execution. We don't just tell you what works — we show you exactly how to deploy it, and then we help you do it.
Featured Research & White Papers
Real-World Message Testing vs. Traditional Focus Groups: A Comparative Analysis
This paper examines the predictive validity of real-world message testing through live digital ads compared to traditional focus group methodologies. Across 47 campaign case studies, real-world tested messages outperformed focus-group-preferred messages by an average of 2.3x in actual engagement metrics.
The Optimization Effect: How Continuous Campaign Refinement Multiplies Impact
An analysis of 62 public health campaigns showing that campaigns with continuous optimization protocols achieved 156% higher engagement and 89% better cost efficiency compared to static (launch-and-leave) campaigns of equivalent budget and duration.
Culturally Responsive Health Communication: Frameworks for Diverse Communities
A research framework for developing health communications that resonate across diverse cultural contexts. Includes case studies from Medicaid enrollment, maternal health, and chronic disease prevention campaigns targeting multilingual and multicultural populations.
Incentivized Engagement in Public Health: Moving Beyond Awareness to Action
This study explores the effectiveness of incentive-based engagement strategies (rewards, gamification, interactive activations) in driving health behavior change. Findings show that incentivized campaigns achieve 3.4x higher participation rates and significantly stronger behavioral follow-through.
Our Research Methodology
A rigorous, multi-phase approach that produces insights you can act on immediately.
Phase 1: Discovery & Landscape Analysis
We begin by immersing ourselves in the issue landscape — reviewing existing research, analyzing competitive messaging, identifying audience segments, and establishing baseline metrics.
Phase 2: Message Development
Working with subject matter experts and community stakeholders, we develop a diverse set of message concepts spanning different frames, tones, and emotional appeals.
Phase 3: Real-World Testing
Messages are deployed as live digital ads to target audiences. We measure actual engagement metrics — click-through rates, time on content, conversion actions — giving us behavioral data, not just stated preferences.
Phase 4: Qualitative Validation
Top-performing messages are validated through focus groups and in-depth interviews to understand the "why" behind the numbers and refine nuance.
Phase 5: Strategic Recommendations
We deliver actionable insights — not just what works, but exactly how to deploy winning messages across channels, audiences, and contexts.
Interested in Our Research?
Contact us to learn more about our methodology or discuss how evidence-based messaging can strengthen your next initiative.
Get in Touch