The Q2I Standard.
One equation. Two lenses that multiply, and two properties that decide how far the result travels.
Q² = Iⁿ. (Quantitative × Qualitative) = Iⁿ(a, t)
Quantitative times Qualitative produces insight that scales — as far as it can be acted on, and as far as it transfers.
- Q × Q
- — Quantitative × Qualitative. Multiplication, not addition: either at zero and there is no insight.
- I
- — Insight: what Quant and Qual produce together.
- n
- — Scale: the surfaces and contexts an insight holds across, set by a (actionability) and t (transferability). AI is what makes n reachable: it joins the quant and layers in the qual.
- a
- — Actionability. How comprehensively, versus narrowly, the insight can be activated.
- t
- — Transferability. How far the insight travels beyond where it was found.
Two properties, read separately.
The insight scales as a whole; actionability and transferability are read on their own and never averaged into one number.
Actionability
How comprehensively, versus narrowly, the insight can be activated.
Measure: surfaces it can direct ÷ surfaces available. Surfaces are the decisions in a campaign plan: audience, message, creative, the four POET routes (Partnered, Organic, Earned, Targeted), partner, timing — nine in the canonical set. An insight that changes only the message scores 1/9; one that changes audience, message, partner and two routes scores 5/9. Gate before scoring: it must name an action, not only a truth.
Transferability
How far the insight travels beyond where it was found.
Measure: contexts it held in ÷ contexts tested. Contexts are markets × audiences × time. Found in one market with one audience, transferability is 1/1: honest, and small. Held in 4 of 6 segments across two markets, 0.67. The honesty rule is the point: transfer can only be claimed over contexts actually tested. This is why segmentation is non-negotiable, why more cells buy more transfer, and why the time dimension is what carries an insight from Build into Prove.
Both lenses feed both properties. The tendency: Quantitative establishes transferability (it held across cells); Qualitative establishes actionability (the voice tells you what to do with it). The four corners show where an insight lands when the two are read together.
The proof the other papers run on.
- R3
- Q2 is the research method inside R3's Assessment: it produces the baselines, with confidence bands, that Relevance, Reputation and Reach are measured against.
- POET
- Research published as content is a positioning move. It borrows POET's Partnered language for credibility, and its four routes for reach.
- P3
- Every claim in a P3 piece needs proof. Q2 is where the proof is made and its width is known.
Prove it. Then bring it to life.
Read the framework behind the equation, or the process it runs inside.
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