Tested before you spend.
Before your brand commits to a campaign, real people read the stories and tell you which one moves them, which headline grabs them and which claims they believe.
Step 1 · Who We Test With
It starts with the right people.
Every project is different. At kickoff we work with your brand team to decide who the test should reach and how to run it, so the people reading your stories are the people you sell to.
- Age
- 25 to 55
- The need
- Trouble winding down most weeks
- What they buy
- A sleep supplement in the last six months
- The mix
- National spread of gender and region
- Sample
- 300 people, about 100 per concept
Step 2 · Three Concepts
The stories go in once they’re ready.
Testing starts after your team has seen the Science Story™ concepts and given feedback. Three go into the test, each one complete: the headline, the full story and the claims behind it.
Three concepts. Click each one to read it.
It’s not how much magnesium. It’s how much gets in.
Science Story™It’s 10:40. You took your magnesium an hour ago, just like the bottle said. You’re still awake, and you’re starting to wonder if it does anything at all.
Here’s what the bottle never mentions. The milligrams on the label tell you how much magnesium is in the capsule. They don’t tell you how much of it your body takes in. And not every form of magnesium is absorbed the same way.
Most magnesium on the shelf is magnesium oxide. Lullwell is built on magnesium glycinate, a form that in studies was absorbed 2.7 times better than oxide at the same dose. More of what you take, actually put to work, supporting relaxed muscles and a calm wind-down.*
Same milligrams. Not the same magnesium. Lullwell™ Magnesium Night.
Your body’s tired. Your mind didn’t get the memo.
Science Story™You’ve been tired since three o’clock. Then you finally lie down, and your mind decides now is the perfect time to replay every conversation you had today.
That’s the part most sleep products miss. A tired body and a busy mind are two different problems, and they need two different answers.
Lullwell pairs magnesium with L-theanine, an amino acid found in tea leaves that has been studied for supporting relaxation. The quiet kind, that doesn’t leave you foggy the next morning. Magnesium helps your muscles let go. L-theanine helps your thoughts follow.*
Your body’s ready for bed. Now your mind can be too. Lullwell™ Magnesium Night.
Wind down the way nature does.
Science Story™Long before there was a sleep aisle, there was dinner. What you eat has always had a say in how you sleep.
Tart cherries are one of the few foods that naturally contain melatonin, the signal your body uses to tell itself it’s night.
Lullwell brings tart cherry together with magnesium glycinate and L-theanine, in two capsules you take thirty minutes before bed. No dyes. No fillers. Every ingredient is there because the science gave it a reason to be.
Wind down the way nature does. Lullwell™ Magnesium Night.
Illustrative · Lullwell™ is a fictional product · *Structure/function statements
Step 3 · Inside The Test
Take the test through their eyes.
This is what one person in the sample sees, in the order they see it. Our respondent here is simulated, but the questions are the real ones.
- 01Screener
- 02Read the story
- 03Highlight
- 04Would you buy it?
- 05New and believable?
- 06Claim by claim
- 07Head to head
How old are you?
How often do you have trouble winding down at night?
Have you bought a sleep supplement in the last six months?
Please read the following.
It’s 10:40. You took your magnesium an hour ago, just like the bottle said. You’re still awake.
The milligrams on the label tell you how much magnesium is in the capsule. They don’t tell you how much of it your body takes in.
Lullwell is built on magnesium glycinate, a form that in studies was absorbed 2.7 times better than oxide at the same dose.
Same milligrams. Not the same magnesium.
Highlight up to three things you like, and three you don’t.
It’s 10:40. You took your magnesium an hour ago, just like the bottle said. You’re still awake.
The milligrams on the label tell you how much magnesium is in the capsule. They don’t tell you how much of it your body takes in.
Lullwell is built on magnesium glycinate, a form that in studies was absorbed 2.7 times better than oxide at the same dose.
Same milligrams. Not the same magnesium.
Based on what you just read, how do you feel about buying Lullwell?
How new and different is Lullwell from other sleep supplements?
How believable is what you read about Lullwell?
For each statement, rate how believable it is, and how it changes your likelihood of buying Lullwell.
You’ve now seen all three. Which would most make you want to buy Lullwell?
Why did you pick that one?
That was one person. About 100 people see each concept, 300 in all, and every answer is counted.
Step 4 · What Comes Back
Three hundred answers, read together.
Purchase intent is the main read. With about 100 people per concept, a gap of roughly 14 points is what it takes to call a real winner, so we tell you when a lead is a lead and when it’s a tie.
What people highlighted
Everyone’s likes and dislikes, laid over the winning story.
It’s not how much magnesium. It’s how much gets in.It’s 10:40. You took your magnesium an hour ago. The milligrams on the label tell you how much is in the capsule. They don’t tell you how much your body takes in. Lullwell is built on glycinate, absorbed 2.7 times better than oxide at the same dose.
Which claims did the work
Believability and purchase impact, combined into one score.
Illustrative · Lullwell™ is a fictional product, and every score here is invented
Step 5 · The Answer
One story to take forward.
The results come back as a recommendation, not a pile of charts: which concept to take forward, which headline to lead with, which claim to put first, and who the story works best with. We sharpen the winner with your feedback, and it becomes the Science Story™ your teams and partners build from.