Conceptual scenery: We learn what models exist in consumers’ mind. Potential customers formulate not only USP but work out scenarios.

Research of concepts: This method answers two basic questions: what do the potential clients understand from a given commercial and how do they rate it. The method gives a specific answer of the query “can we afford to make a bold decision?”

Strategic Multisearch: Designed to answer the question: what have to underlie in a copy strategy? (Copy strategy = all decisions that can be used as a guide or as a frame for a given commercial message). Within this method, both the studied brand and its major rivals are analyzed.