Document Type: Model
Status: Active Model
Version: v1.0
Authority: Research Brain (Subordinate to MWMS HeadOffice)
Applies To: All funnel structure identification performed within Research Brain
Parent: Research Brain Architecture
Linked Systems:
Research Brain Canon
Research Brain — Market Analysis Method
Research Brain — Competitor Analysis Framework
Research Brain — Offer Evidence Standards
Research Brain — Research Confidence Scoring Model
Affiliate Brain
Ads Brain
MWMS Funnel Architecture Library
MWMS Decision Authority Matrix
Last Reviewed: 2026-03-26
Purpose
This model defines how Research Brain classifies the observable structure of funnels used by offers and opportunities.
Consistent funnel classification improves:
comparability across opportunities
clarity of structural interpretation
alignment with Affiliate Brain testing strategy
alignment with Ads Brain creative planning
system-wide structural understanding
Research Brain classifies structure.
Research Brain does not evaluate performance outcomes.
Scope
This model applies to any observable pathway that moves a user from:
attention
to
information
to
decision
to
action
including:
sales pages
lead capture flows
advertorial structures
quiz funnels
application funnels
webinar funnels
multi-step purchase pathways
Classification is based on observable structure.
Hidden steps cannot be assumed.
Core Principle
Funnels describe structured user journeys.
Funnels are not inherently good or bad.
Different funnel structures suit different:
customer awareness levels
problem complexities
offer types
price points
trust requirements
Research Brain identifies structure.
Research Brain does not predict conversion performance.
Funnel Classification Categories
Funnels are classified according to observable structural patterns.
Category 1 — Direct Sales Page
Single-page purchase pathway.
Typical structure:
headline
problem framing
solution presentation
benefit explanation
proof elements
pricing presentation
call-to-action
Characteristics:
short decision path
minimal interaction steps
often used for lower-complexity offers
Does not imply low price.
Category 2 — Long-Form Sales Page
Extended persuasion format designed to build understanding before purchase.
Typical structure:
extended problem narrative
educational framing
credibility signals
structured persuasion flow
layered benefit explanation
strong narrative structure
Often used for:
complex offers
high-consideration decisions
unfamiliar solution mechanisms
Length does not guarantee effectiveness.
Category 3 — Advertorial Funnel
Editorial-style content leading toward offer presentation.
Typical structure:
article-style narrative
story framing
informational tone
gradual solution introduction
transition to offer page
Often used to:
increase engagement
frame problem context
introduce solution indirectly
Advertorial presence does not confirm persuasion strength.
Category 4 — Lead Capture Funnel
Primary goal is collecting user information.
Typical structure:
problem framing
incentive offer
email capture form
optional follow-up sequence
Often used for:
nurture sequences
longer decision cycles
high-consideration offers
Lead capture does not guarantee follow-up effectiveness.
Category 5 — Quiz Funnel
Interactive question sequence used to guide user toward offer.
Typical structure:
series of questions
personalised result framing
tailored recommendation
transition to offer
Often used for:
segmentation
perceived personalisation
engagement increase
Quiz complexity does not imply accuracy of segmentation.
Category 6 — Application Funnel
Structured qualification process before offer presentation.
Typical structure:
problem framing
qualification questions
application submission
review step
offer presentation
Often used for:
high-ticket offers
service-based solutions
specialised solutions
Application presence does not imply high-quality filtering.
Category 7 — Webinar Funnel
Structured presentation delivered through live or recorded webinar.
Typical structure:
registration page
scheduled presentation
educational narrative
offer presentation
Often used for:
education-heavy offers
complex problem environments
high-consideration solutions
Webinar presence does not guarantee persuasive effectiveness.
Category 8 — Multi-Step Sales Funnel
Combination of multiple funnel elements.
Examples:
advertorial → sales page
quiz → sales page
lead capture → webinar → offer
multi-page persuasion sequences
Multi-step complexity may reflect perceived need for extended persuasion.
Complexity does not ensure improved outcomes.
Category 9 — Ecommerce Product Page Funnel
Typical retail-style product presentation.
Typical structure:
product description
images
pricing display
add-to-cart mechanism
checkout process
Often used for:
physical products
consumer goods
repeat purchase environments
Ecommerce structure does not imply simplicity of decision.
Funnel Complexity Levels
Research Brain may classify funnel complexity:
Low Complexity:
single decision step
minimal explanation required
Medium Complexity:
some education required
multiple persuasion elements
High Complexity:
extended explanation
multi-step interaction
delayed decision structure
Complexity influences interpretation context.
Complexity does not determine success probability.
Funnel Intent Indicators
Funnels may suggest different intent structures:
direct purchase intent
education-first intent
segmentation-first intent
trust-building intent
qualification intent
Intent interpretation must remain observational.
Intent does not confirm conversion behaviour.
Observable vs Hidden Steps
Research Brain must classify only visible structure.
Research Brain must not assume hidden steps exist.
Example:
email follow-up sequences
backend upsells
remarketing sequences
CRM workflows
These may exist but cannot be assumed without evidence.
Relationship to Funnel Architecture Library
Where applicable, classification should align with:
MWMS Funnel Architecture Library
Consistency improves cross-brain communication.
Relationship to Affiliate Brain
Affiliate Brain may use funnel classification to guide:
testing structure expectations
creative structure alignment
positioning strategy considerations
Research Brain does not determine test execution structure.
Relationship to Ads Brain
Ads Brain may use funnel classification to:
align hook strategy
align creative structure
align expectation framing
Research Brain provides structural classification only.
Relationship to Evidence Standards
Funnel classification must rely on observable structure.
Assumed funnel elements must not be treated as confirmed structure.
Classification must remain evidence-aware.
Drift Protection
Research Brain must avoid:
assuming funnel complexity equals effectiveness
assuming simplicity equals weakness
assuming longer funnels convert better
assuming shorter funnels convert worse
Funnel classification is descriptive.
Output Format Example
Funnel Type:
Advertorial → Long-form Sales Page
Funnel Complexity:
Medium
Observable Intent:
education-first persuasion structure
Confidence:
Moderate
Architectural Intent
The Funnel Classification Model ensures consistent structural interpretation of offer pathways across Research Brain outputs.
Consistency improves system-wide communication between Brains.
Final Rule
Research Brain classifies funnel structure.
Research Brain does not simulate funnel performance.
Change Log entry
Add this to Research Brain Change Log:
2026-03-26 — Added Funnel Classification Model v1.0
Change Type: Structural Extension
Authority: Research Brain
Scope Impact: Defines structured classification system for funnel types
Parent Architecture Impact: None
Decision Authority Impact: None
Backward Compatibility: Maintained
Summary
Added new model:
Research Brain — Funnel Classification Model v1.0
Defines structured classification categories for observable funnel structures including direct sales pages, advertorial funnels, quiz funnels, lead capture funnels, webinar funnels, ecommerce funnels, and multi-step pathways.
Reason for Change
Funnel structure required consistent classification language to improve comparability across research outputs and improve communication with Affiliate Brain and Ads Brain.
Architectural Intent
Improve consistency of structural interpretation across Research Brain outputs and align terminology with MWMS Funnel Architecture Library.