Three testable angles, each connected to a customer insight.
Collect evidence with its context
Gather survey responses, review themes, support questions and notes from customer conversations. Keep the source, date and customer situation alongside each insight. Remove identifying details when sharing examples with a broader team.
Look for the moment that created demand, the desired outcome, alternatives considered and the objection that almost prevented a purchase.
Separate observation from interpretation
A customer saying they wanted a small bottle for travel is evidence. A claim that all buyers want a travel product is an interpretation. Keep both visible so the team can challenge the leap.
- Evidence: a repeated customer phrase or observed behavior.
- Hypothesis: why that need might matter to a wider audience.
- Angle: a specific promise supported by your product.
- Test: the creative and customer group that will examine it.
Make the next brief specific
Choose three distinct angles and give each a suitable proof point, format and opening. Do not treat a new opening line as a wholly new strategy if the underlying promise is unchanged.
After testing, return the result to the research board. Preserve unsuccessful ideas too, with the conditions under which they were tested.
Your next steps
Use this checklist as you work through the guide.