The Risk Comfort Matrix guides business leaders through a process of qualitative discovery to identify research potential across all brands in the business according to their comfort level as well as the risk they entail. The tool helps research users to prioritize and gain stakeholder alignment with the most important initiatives that fit into the budget. This ensures that funds are allocated to the most important research decisions. The tool provides great value in aligning decisions early on and getting commitment across stakeholders to priorities.

We believe in frameworks, not handcuffs. We customize all of our tools to fit our clients’ needs.

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