message-testing
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The Question Behind the Question
A Montana polling firm survived four decades by learning that the number is rarely the answer. The useful thing is discovering which words, messengers and audiences can still move it.
The Word That Moved the Dial
Park Street Strategies puts political-campaign research inside the communications shop. Its wager is simple: before a message goes public, let the audience break it.
The Word That Cost Nine Points
Potential Energy Coalition discovered that a single bad word can drain support from a good climate policy. So it built a nonprofit advertising shop that treats every slogan as a hypothesis - and every audience as a jury.
Storyline Strategies Turns Research Into Something You Can Use
The Washington research firm starts with the decision, not the questionnaire - then makes the evidence memorable enough to move through a company.
The Pollsters Who Treat Baseball, Streaming and Ballots as the Same Puzzle
Schoen Cooperman Research carries the habits of an election war room into boardrooms, ballparks and public campaigns. Its product is not the poll. It is the decision that becomes possible once the audience stops being an abstraction.
Goodwin Simon studies the argument inside your head
The public opinion firm helps campaigns and causes understand why people hesitate. Its research follows the emotional friction between agreeing with an idea and acting on it.
Peep Laja
Peep Laja is an Estonian-born entrepreneur and marketing strategist who built three companies from scratch - CXL (marketing education), Speero (CRO consulting), and Wynter (B2B message testing) - all bootstrapped. Recognized as the world's most influential conversion rate optimization expert in 2016, he now focuses on B2B strategy and competitive positioning through his 'How to Win' podcast, biweekly newsletter, and daily LinkedIn presence with 69K+ followers.