The Blog

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 mainly related to the measurement techniques that are used and the survey length

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. In recent years,

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

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

Automation and AI in Market Research

Automation and AI in Market Research

The market research industry is undergoing a transformation where laborious tasks involving data collection, analysis and reporting are increasingly being

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

If you could think of an ideal condiment, what would it be?  More broadly, what would the ideal product or

The Science of Behavioral Science

The Science of Behavioral Science

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

The Science of Making Good Decisions

The Science of Making Good Decisions

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

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

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

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 for the coming seasons and future marketing campaigns, they knew they wanted to

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: they wanted to understand what the drivers and barriers to purchase of

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

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

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

What is System 1 thinking?

What is System 1 thinking?

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