The Blog

We Better Behave!: Sustainability Manifesto

We Better Behave!: Sustainability Manifesto

As insights professionals with the ability to influence decisions on a business level, we pledge to be champions to create…

Join the We Better Behave! Movement at IIEX Europe 2022

Join the We Better Behave! Movement at IIEX Europe 2022

Join the We Better Behave! Movement at GreenBook’s IIEX Europe 2022 this June in Amsterdam with a full track on…

Brand Tracking Needs to be More Strategic

Brand Tracking Needs to be More Strategic

The problem with legacy brand trackers is the measurement techniques that are used and the survey length which leads to…

Beyond Validation : What concept testing should be about

Beyond Validation : What concept testing should be about

Concept testing is common practice across the market research world and has been around for several decades.

Transformational Insights with Messy Data

Transformational Insights with Messy Data

Data is the key currency of our times. It spurs innovation and defines the competitive landscape of the world’s most…

Understanding Motivation & Intent with AI Quantified Qual Data

Understanding Motivation & Intent with AI Quantified Qual Data

With the advancement of AI technology, we have the means to quantify “messy” data and develop insights from rich data…

Automation and AI in Market Research

Automation and AI in Market Research

With the addition of Artificial Intelligence (AI), we are now beginning to see new ways of conducting market research altogether.

Protobrand Joins 1% for the Planet

Protobrand Joins 1% for the Planet

Protobrand joins 1% for the planet & pledges 1% of total revenue to Environmental causes​

Pouring It on : The emotional drivers making Hidden Valley Ranch America’s ideal condiment

Pouring It on : The emotional drivers making Hidden Valley Ranch America’s ideal condiment

What “ideal” looks like for their category and how understanding the emotional drivers behind those associations helped Hidden Valley Ranch.

The Science of Behavioral Science

The Science of Behavioral Science

The distinction between System 1 and System 2 has major implications for the design of market research studies.

The Science of Making Good Decisions

The Science of Making Good Decisions

In this video, Babson student Karla Chavez Hernandez discusses learnings from the course, and walks us through the science of…

What Makes TikTok Tick: The science behind one of the world’s fastest growing apps

What Makes TikTok Tick: The science behind one of the world’s fastest growing apps

TikTok uses the perfect blend of behavioral science and market research principles to keep its audience engaged and active on…

Bringing Outside In: The science behind design for the Reebok brand

Bringing Outside In: The science behind design for the Reebok brand

When Reebok was considering new product designs, they knew they wanted to dig deeper into how their products and ads…

How the Sausage Gets Made: A recipe for brand growth in a mature category

How the Sausage Gets Made: A recipe for brand growth in a mature category

Tyson Foods came to Protobrand with a challenge: understand their drivers and barriers to purchase. How do they grow in…

Barriers to barriers research: revealing emotional disconnects to brand & category adoption

Barriers to barriers research: revealing emotional disconnects to brand & category adoption

With so much uncertainty in this current climate, how do we accurately determine what the purchase barriers are to brand,…

What is System 1 thinking?

What is System 1 thinking?

System 1 is a buzzword that market researchers have adopted quite feverishly in recent months.