What effects of meaning does my communication produce on my clients and the competitors' clients?
What adhesion do my appeals and arguments generate?
What elements are more relevant to develop the axes of positioning and brand communication?

The Scopie Duplex technique may be the answer. Doing two groups simultaneously in adjoining rooms, we can compare the reactions of consumers loyal to different brands.
Thus, it is possible to identify the reactions of rejection and adhesion of different consumer segments to other stimuli. It shows the effects of the communication, the appropriateness of the beliefs of companies to market logic, the promotions, etc.

Applied to Brand Marketing and Communication studies.