Testing tomorrow's products today

You clicked.That was the point.

What you just saw isn't a product. It's a piece of one, put in front of real people to find out whether the idea holds up. We're testing a new kind of insurance proposition on behalf of our client, and your click just told us something we couldn't have guessed.

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How it works

We replace assumptions with evidence, before anything gets built.

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Each concept gets its own advert, page or offer, written as though the thing already exists. Nothing is built, nothing is sold, and no money changes hands. We're only trying to find out which ideas make people stop and look.

For exampleA health insurer had four possible features for a new preventative health product. Rather than debate them in a workshop, we ran all four as separate adverts and let the market choose.

People are generous in surveys and honest with their attention. So we count what they do: who clicks, who reads on, who gives us an email address. Run at scale, across tens of thousands of impressions, the pattern gets very clear very quickly.

For exampleAcross more than 110,000 tested impressions, those four features ranked in an order nobody in the room had predicted. Two were quietly dropped before a penny was spent building them.

The ideas that earn their place go on to be designed properly, priced, and launched. The ones that don't get a polite burial. That's the whole point: fewer products nobody wanted, more that people were asking for.

Some of these tests are running right now. Here's another one in the wild, much like the page that brought you here.

For exampleTesting showed customers were avoiding their international health cover because claiming was too painful. The product that launched removed the claim altogether: a virtual card you tap at the pharmacy, with nothing to submit afterwards. Read the launch announcement