The Blog

Make Sustainable Products the Default

Make Sustainable Products the Default

Understanding sustainable choices is vital for a harmonious future with the planet. Framing non-sustainable as inferior, tapping into…

Elevate the Authentic Consumer Voice with AI

Elevate the Authentic Consumer Voice with AI

The AI frenzy brings both promises and pitfalls, with authenticity at stake. Protobrand exemplifies how AI, combined with…

It’s Time to Turn Sustainability Upside Down

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…

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…

Join the We Better Behave! Movement at IIEX Europe 2022

Join the We Better Behave! Movement at IIEX…

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

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…

Beyond Validation : What concept testing should be about

Beyond Validation : What concept testing should be…

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…

Understanding Motivation & Intent with AI Quantified Qual Data

Understanding Motivation & Intent with AI Quantified Qual…

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

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…

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…

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

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…

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

What Makes TikTok Tick: The science behind one…

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

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

Bringing Outside In: The science behind design for…

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