Conventional trackers provide insights about the “what,” but not the “so what.” With poor ROI, their standardized brand attributes are not responsive to emergent and shifting perceptions. These KPIs do not reflect what consumers think about your brand or how it makes them feel, making their insights less actionable.
Protobrand is a full-service market research consultancy that blends AI and behavioral science to develop insights that transform businesses. Protobrand’s brand trackers help explain the “why” or “so what” behind your KPIs with a constant rate of learning that includes the subconscious meaning consumers associate with the brand, symbolic identity goals (that drive relatability and connection) and help track these emergent salient themes as leading indicators. This results in higher ROI than conventional trackers.
Leveraging cutting-edge technology including Respond by Voice + AI Probing, respondents can now organically articulate experiences without the hassle of typing. AI probing helps encourage deeper reflection, leading to more actionable insights for strategic brand management.
A well-designed brand tracking program provides insights about brand meaning and makes it possible to manage the brand strategically. Interested to learn more? Book a demo today.
