Uncategorized It’s Time to Turn Sustainability Upside Down When it comes to sustainability, what people say is not what they do, and this infamous gap between what is said and what is done frustrates marketers and clouds the path to a sustainable future. Read More » April 20, 2023 No Comments
Uncategorized 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 a more sustainable future. Read More » November 23, 2022 No Comments
Uncategorized 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 empowering insights to be a leader in creating a sustainable future. Read More » June 30, 2022 No Comments
Uncategorized 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. Read More » May 11, 2021 No Comments
Uncategorized 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 valuable companies including Facebook, Amazon, Read More » April 27, 2021 No Comments
Uncategorized 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 sources such as text, speech and images. Read More » April 6, 2021 No Comments
Uncategorized 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. Read More » February 11, 2021 No Comments
Uncategorized Protobrand Joins 1% for the Planet Protobrand joins 1% for the planet & pledges 1% of total revenue to Environmental causes Read More » January 26, 2021 No Comments
Uncategorized 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. Read More » December 1, 2020 No Comments
Uncategorized The Science of Behavioral Science The distinction between System 1 and System 2 has major implications for the design of market research studies. Read More » November 24, 2020 No Comments
Uncategorized 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 making good decisions. Read More » October 26, 2020 No Comments
Uncategorized 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 the app for longer periods of time Read More » October 13, 2020 No Comments
Uncategorized 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 made their customers feel. Read More » September 25, 2020 No Comments
Uncategorized 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 a mature category? Read More » July 16, 2020 No Comments
Uncategorized 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, category, and product adoption? Read More » July 14, 2020 No Comments
Uncategorized What is System 1 thinking? System 1 is a buzzword that market researchers have adopted quite feverishly in recent months. Read More » April 18, 2018 No Comments
