I'm Jayaprakash Das. I test how marketing works.

What I do

I help businesses and organisations understand how marketing can promote their products, communicate their value, build their brands and grow their sales.

How I think about marketing

Marketing is a hypothesis, and the market is the test. A headline, an offer or a campaign is a guess about what people want and why they buy. Some guesses hold up and many do not, and the only way to know is to try them carefully and look honestly at what happens.

That is why I publish the method alongside the conclusion: what was observed, what was attempted, why, what the evidence shows and where the uncertainty remains. Evidence and opinion are labelled separately, and an experiment that fails is written up like one that works.

Why this site exists

This site is where I do that work in public, and the standards page sets out how every entry is checked and labelled.