Behavioral science has reshaped how the market research industry is approaching human decision making. Instead of using cognitive Likert-scale questions that lead consumers to provide

Concept testing is common practice across the market research world and has been around for several decades. In recent years, there’s been a surge in

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

If you could think of an ideal condiment, what would it be?  More broadly, what would the ideal product or service in any category look

As businesses seek to make better decisions, market researchers are increasingly turning their attention to behavioral science. There is good reason for this focus. Behavioral

What could you consider to be a good decision? The Decisions course at Babson College has been touted as the number one reason to attend

By now, you must have heard of TikTok. It’s the latest social media and content sharing app to hit the market and, alongside toilet paper,

When Reebok was considering new product designs for the coming seasons and future marketing campaigns, they knew they wanted to dig deeper into how their

Tyson Foods came to Protobrand with a challenge: they wanted to understand what the drivers and barriers to purchase of their products were. How do

We’re often presented with the question: Why aren’t consumers buying our product? With so much uncertainty in this current climate, how do we accurately determine

System 1. It’s a buzzword that market researchers have adopted quite feverishly in recent months. Borrowed from the field of behavioral economics (behavioral science to