The Blog

How Colgate-Palmolive Grew Share of the At-Home Teeth Whitening Market 2x by Uncovering Category Barriers

How Colgate-Palmolive Grew Share of the At-Home Teeth Whitening Market 2x by Uncovering Category Barriers

When a company is seeking growth in a saturated market with low penetration, what is the next step…

Protobrand’s Commitment to Environmental Impact: Our Annual Donation through 1% for the Planet

Protobrand’s Commitment to Environmental Impact: Our Annual Donation through 1% for the Planet

At Protobrand, we’re driven by a commitment to living our values every single day. That’s why we’re eager…

Research Reveals 4 Sustainability Personas: Which are you Marketing to?

Research Reveals 4 Sustainability Personas: Which are you Marketing to?

Most every marketing team has struggled to address sustainability in their business; from packaging alternatives that fail to…

The Unspoken Power of Imagery in Advertising

The Unspoken Power of Imagery in Advertising

When I started my first job in an advertising agency, a senior copywriter told me that only 10%…

How One Major Energy Company Changed Perception Among a Target B2B Audience

How One Major Energy Company Changed Perception Among a Target B2B Audience

To create meaningful brands, marketers source elements from the culturally constituted world and use advertising to transfer this…

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 Europe 2022

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 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…

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…

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​