# Keiss Media: concept comparison worksheet

Optional draft aid. Do not treat a completed worksheet as an approved campaign concept.

## Business decision

What decision must the requester make? What business goal and audience action would a successful project support?

## Evidence

Separate verified facts and sources, requester preferences, assumptions and unanswered questions. Note the limits of each source.

## Alternatives

For each option record: the proposed idea; participant journey; reason to participate; brand relevance; smallest prototype; likely production work; dependencies; risks; uncertainty; evidence needed to choose it.

Include a simpler option or an existing solution when relevant. Do not create several cosmetic variations of the same untested idea and call them distinct hypotheses.

## Comparison

Compare options against the agreed goal, audience, feasibility, cost range, deadline and review requirements. Keep unknowns visible. Do not force a numerical winner without evidence.

## Next test

Name the assumption, test method, evidence required, responsible person or team and decision that the result will support. Define when to proceed, revise or stop.

## Approval

Record the selected direction, who can approve it, remaining questions and what must be checked before production. Do not assume approval from silence or the existence of a document.