Frequently asked questions.
5 questions
ICE, RICE, and impact-and-effort tell you what a test is worth and what it costs. They tell you almost nothing about whether it will actually win. Behavioural scoring runs every hypothesis through several psychological models (Fogg, Big Five, the seven drivers, brand-fit, historical priors) and produces a single composite priority — so the test at the top of the list is the one most aligned with how your buyers actually decide, not the one that sounds best in a planning meeting.
Four: Fogg Behaviour Model (Motivation × Ability × Prompt), Big Five personality traits (we mostly load on Conscientiousness and Neuroticism), our 7-driver framework (Security, Belonging, Mastery, Status, Novelty, Autonomy, Hedonism), and a fit-and-effort layer (brand alignment, build cost, historical priors from 4,000+ tests in Quantum). Each model produces a sub-score; weights combine them into one number.
Every test result — win, loss, or flat — feeds back into the weights. Over a quarter, the model stops being a static guess and starts being a calibrated prediction of what your specific audience responds to. We've seen win rates rise from ~38% in sprint 1 to ~84% by sprint 8 on the same backlog, just by re-weighting after each outcome.
Because priority is a function of who's buying. The same hypothesis can score 84 for a Security-seeker (evidence-first, risk-averse) and 57 for an Aspiration-driven buyer (identity, status, novelty). The interactive scoring card on this page is the literal interface — toggle the profile, watch the backlog rerank. Most teams pick one test for everyone; we pick the right test for the dominant profile in each segment.
It's the third variable in the growth formula: ΔRPU = Quality × Rate × Success rate. The Quantum Database covers Quality (4,127 indexed prior tests). Rapid A/B Testing covers Rate (up to 6 concurrent, multi-arm, audience-isolated). Iterative Prioritisation covers Success rate. Strong hypotheses without good prioritisation just means a faster roadmap of mediocre tests — the three only compound when all three are firing.
Want your backlog rescored?
30-minute strategy call. We'll take your existing hypotheses, run them through the behavioural scoring model with your buyer profile, and send back the reranked queue plus the first three sprints we'd run.
- €500M+ in additional revenue across 250+ brands
- 4,000+ A/B tests · 52.6% win rate
- 10% RPU uplift guaranteed in 6 months — or we work free