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Tiếng ViệtTraceable facts
Record sources and dates for important conclusions so the team can verify and trace them.
Growth Methods
TM Evidence & Decisions
Verify sources, explain the reasoning and define when a conclusion can be used, so teams know what is ready and what still needs validation.
Decision principles
Good judgment has a clear basis.
Separate facts, inferences and recommendations. CRATM helps teams verify the basis, scope and remaining questions behind a conclusion.
Visible uncertainty
Flag missing information, conflicting evidence and open questions so the limits of the assessment are clear.
Accountable decisions
Record who confirms the conclusion, when it can be used and how to test it next.
CRATM
Four signals to check one conclusion.
Check the basis and practical value of a judgment through credibility, relevance, actionability and advocacy.
Dimension
Credibility
Question Is this evidence reliable?
What to check Check the source, data date, collection method and whether it can be independently verified.
Dimension
Relevance
Question Does it answer the current question?
What to check Confirm the information relates to this brand, this audience and this objective.
Dimension
Actionability
Question Can this judgment lead to action?
What to check Turn the conclusion into an action, metric, timeline and owner, rather than stopping at a description.
Dimension
Advocacy
Question Will people value and share it?
What to check Consider whether the value is easy to understand, explain and share, and whether it can influence the next choice.
Workflow
Four steps from information to decision.
The workflow moves the work forward; the four CRATM signals check the quality of the judgment. Use them together.
- 01
Collect sources
Bring client materials, market signals, project data and external sources into one record.
- 02
Check relevance
Identify the question, audience and time period the material addresses, and flag conflicts.
- 03
Form a judgment
Separate facts, inferences and recommendations, explaining how the evidence supports the statement.
- 04
Confirm conditions for use
Define who must confirm it, when it can be used and what results will test it.
A judgment record you can examine.
Record sources, the initial assessment and open questions so the team understands the reasoning and what is needed before confirmation. The record below is illustrative.
Judgment record
Initial assessment Young families may be a priority audience for this round; audience size and purchase motivations still need validation.
Supporting evidence Brand materials, search trends and interview excerpts
To be validated Audience size and how purchase motivations align with the brand's needs
Status and next step Awaiting brand confirmation; add primary research
Make insufficient evidence explicit.
Flag gaps and conflicts, complete validation and obtain confirmation before using the judgment in a client proposal.
Give every growth judgment a factual basis.
Explore CRATM in NEX Brain diagnosis, strategy and proposals.