The Modellers uses sophisticated quantitative methods to understand optimal positioning and messaging. The core of our approach is a method that assigns Headlines, Claims, and Benefits in various combinations for respondent evaluation. This method allows us derive models that allow us to play “what if” with combinations of messages to determine best impact.

• We generally think of messaging in terms of up to three levels: Headlines, Claims, and Reasons to Believe (RTB). We give careful consideration to how message elements are combined into what are often called “stories”.

• The idea is to not only allow the model to inform the best combination, but to ensure that stories articulate benefits and reasons to believe. Of course, this is what ad agencies should try to do when they develop their concepts.

• This method of combining message elements makes the result maximally actionable to you and your ad agency.