MAKEIT A
MOMENT.SHARE THE GOOD
Attention 74Brand 68Message 71CTA 62
CREATIVE TESTING / Hey Mischief LAB
Before the market
sees it, we test it.
We create, test and refine creative concepts before launch — using audience signals to explore attention, emotion, clarity and impact.
ILLUSTRATIVE DEMONSTRATION · NOT LIVE RESEARCH OR A SALES PREDICTION
Create. Review. Refine.
An illustrative creative review checks hierarchy and clarity before launch.
CLARITYHIERARCHY
TESTING / WORKING PROCESSREVIEW ↗
HOW THE WORK MOVES
- 01Review the composition
- 02Explore audience questions
- 03Refine the creative direction
01 / SAME CREATIVE · DIFFERENT LENS
Create it.
Then look again.
Explore one fictional campaign concept through four illustrative views.
zestclub®A little
brighter.EVERY DAY, YOUR WAY.FIND YOUR FLAVOUR ↗CONCEPT CREATIVE · NOT A CLIENT CAMPAIGN
CREATIVE
SIGNAL79
SIGNAL79
02 / TWO WAYS OF SEEING
A designer sees
a composition.
An audience sees
a different story.
CREATIVE VIEW
zest
club®A little
brighter.FIND YOUR FLAVOUR ↗
zestclub®A little
brighter.FIND YOUR FLAVOUR ↗
Deliberate balance. Thoughtful placement. A considered system.
AUDIENCE VIEW · ILLUSTRATIVE
zest
club®A little
brighter.FIND YOUR FLAVOUR ↗
zestclub®A little
brighter.FIND YOUR FLAVOUR ↗
The creative looks right. But the brand is being noticed late.
03 / ATTENTION · THEN ACTION
One small change.
A clearer hierarchy.
Move the call to action and see how this illustrative readout changes.
zestclub®A little
brighter.FIND YOUR FLAVOUR ↗
The product is winning attention.
The CTA is getting lost.
ILLUSTRATIVE ATTENTION MAP · NOT MEASURED DATAThe CTA is getting lost.
ATTENTION SIGNALS
91
76
63
51
Directional visualization only. A heatmap does not prove shelf performance or sales.
04 / CREATIVE SIGNAL
Every creative
leaves signals.
Many perspectives. One decision-support signal.
ATTENTION84
EMOTION76
CLARITY81
BRAND73
PRODUCT89
ACTION68
DISTINCTIVENESS79
CREATIVE EVALUATION79CREATIVE SIGNAL
Illustrative creative evaluation · These values are not live audience data, guaranteed predictions or measures of sales.
05 / SIGNAL → DECISION
A score isn't the answer.
It's the starting point.
SCORE 79↓WHY?↓ATTENTION LOW CTA 51↓WHY?↓CTA LOST IN COMPOSITION↓CHANGE↓RETEST↓IMPROVED CREATIVE
The value isn't an image score. It's the creative decision that follows.
06 / TEST → LEARN → REFINE
See the work
change.
Drag across the creative to compare two conceptual directions.
zestclub®A little
brighter.FIND YOUR FLAVOUR ↗BEFORE · CONCEPT DIRECTION A
zestclub®Good days
start here.TRY SOLI ↗AFTER · REFINED CONCEPT DIRECTION
BEFOREAttention 62Brand 54CTA 42
TEST → LEARN → REFINE
AFTERAttention 81Brand 77CTA 73
Directional example — actual outcomes depend on audience, media, product and market conditions. Values are illustrative.
07 / EMOTION · CREATIVE INTENT
What might it
make you feel?
Hover or tap a signal to explore its illustrative strength.
zestclub®A little
brighter.FICTIONAL CREATIVE CONCEPT
CURIOSITY82 signal
Explore an emotional direction the creative may be designed to evoke.
We explore emotional direction as a signal that may support or challenge creative intent. It is not a clinical or validated psychological assessment.
08 / SIMULATED AUDIENCE VIEW
Now change
the audience.
Explore a different creative direction for each audience context. These are illustrative hypotheses to review with real people.
zestclub®A little
brighter.SAME CREATIVE · SIMULATED AUDIENCE
YOUNG URBAN
86
82
78
Simulated audience analysis provides directional hypotheses. Validate with real respondents when required.
09 / CREATIVE VARIANTS
One idea.
Five ways to say it.
Compare five coherent directions for the same SOLI product. Select an image to explore the communication question and illustrative readout.
CONCEPT A · ILLUSTRATIVEOn the shelf.
Attention81
Emotion74
Clarity83
Brand72
Consider how packaging reads among competing products at the buying moment.
10 / COMPARISON · TRADE-OFFS
Don't argue about A or B.
Test them.
Compare two distinct creative ideas. Look for different strengths, not a single magic winner.
MAKEIT A
MOMENT.SHARE THE GOOD
GOODNESSIN EVERY
POUR.MEET SOLI ↗
Attention 84Brand 77Message 86CTA 79
WHAT WE LEARNED · ILLUSTRATIVE
Compare to see the trade-off between the two directions.
Concept scores are illustrative, not measured or predictive results.
11 / PREDICTIVE ≠ PERFORMANCE
Then take the strongest
hypothesis to the real world.
Predictive signal
An early directional read to help shape the next question.
DIRECTIONALPrototype test
Observe real people using or understanding the experience.
OBSERVEDLive A/B test
Measure actual audience behaviour in a live context.
BEHAVIOURALLearn
Use context, sample and outcome to make the next decision.
VALIDATED IN CONTEXTPredictive analysis, prototype research and live market tests answer different questions; they are not interchangeable.
12 / PROTOTYPE TESTING
Show the experience.
Then ask.
SOLI / ILLUSTRATIVE PROTOTYPE CASEFind a citrus drink
Find a citrus drink
for your next break.
THE QUESTION / THE OBSERVATION / THE REFINEMENT
Set a focused task
Ask a participant to find a citrus drink and identify the next step.
Task: find the range
Illustrative case study: this shows how a study can be structured. It does not claim participant results or a measured improvement.
13 / THE CREATIVE LOOP
Creative, with
evidence behind it.
01CREATEMake a strong idea.
→02TESTLook for signals.
→03LEARNAsk why it matters.
→04CHANGERefine with intent.
→05RETESTCheck the direction.
→06LAUNCHValidate in market.
14 / INSIDE THE CREATIVE LAB
A canvas of
possibilities.
Select an asset type to explore the questions it might be tested against.
SELECTED / CAMPAIGN
Tested for
A campaign concept can be explored as a whole and in its individual visual cues.
Bring a brief to the lab ↗15 / FMCG PACKAGING TEST
What gets noticed
on the shelf?
Explore shelf visibility signals across three illustrative pack directions.
DIRECTION A · CONCEPT SIGNAL
78
84
67
73
A shelf visibility signal is not proof of actual shelf sales.
16 / CAMPAIGN ECOSYSTEM
Does the idea travel
across every touchpoint?
→→→→→
CHECKING / PACKAGING
Does the product cue feel connected to the campaign idea?
17 / DIGITAL PROTOTYPE
Which page makes
the next step clearer?
SPARKLING CITRUS / CONCEPTFind your
Find your
bright side.
Fruit-forward refreshment for everyday moments.
A little citrus. A clear choice.
Make the product, the flavour and the next action easy to understand at first glance.
Product / What it is
Flavour / Why it matters
Range / Find your choiceFrom the first glance to the next step.
A focused headline, useful product information and a visible route to the range. Compare the hierarchy in version A and version B.
01 / Understand the product
02 / Explore your choice
03 / Find where to buy
Find your next little pause.
Illustrative website concept / Original SOLI creative
A / Explore the range
Compare two information hierarchies. The website scrolls inside the laptop; pause or drag the position control to inspect a section. This is a concept demonstration.
FIRST ATTENTION77
MESSAGE READ69
CTA VISIBILITY64
NAV FRICTIONLOW
Illustrative prototype signals only. Real usability research observes people interacting with a functioning or testable prototype.
18 / PEOPLE MAKE THE CALL
Technology gives us signals.
Creative people make the decisions.
We don't replace creative judgement with a score.
We give creative teams another perspective.
The idea still comes from people.
The strategy still comes from people.
The final decision still comes from people.
The evidence simply makes the conversation better.
19 / WHAT A CLIENT RECEIVES
Signals, turned into
useful next steps.
Open the illustrative report to see how the observations can be organised.
01Attention map
02Emotion signals
03Creative signal summary
04Audience view
05Concept comparison
06Improvement areas
07Testing recommendations
Illustrative creative evaluation, not live research.
20 / CONCEPT CASE STUDY
Can we make this campaign
stronger before launch?
Three illustrative rounds, one clearer creative direction.
zestclub®A little
brighter.
Product attention is strong, but brand visibility is weak.
zestclub®Good days
start here.
Brand visibility improves while keeping focus on product.
AMOMENT.
BGOODNESS.
Explore audience response before selecting what to validate next.
01 / 03
Conceptual demonstration. Scores and observations are illustrative and do not represent client data or market outcomes.
THE MARKET DOESN'T HAVE TO BE YOUR FIRST TEST
Test the idea
before you invest
in the launch.
Bring the creative, the question and the context. We'll help shape the right way to learn.