At Protobrand, we are committed to driving innovation in market research. Recently, we had the privilege of being featured on Intellicast: The Market Research Industry Podcast, where we shared insights into our exciting new strategic partnership with Brandtrust.
In this podcast episode, Pal, our CEO, and Alex, CEO of Brandtrust, discussed the evolution of this collaboration, which has been developing over nearly a decade. While Protobrand and Brandtrust have worked together informally on various client needs, earlier this year we took the step to formalize our relationship into a strategic partnership.
This partnership is founded on a shared belief in the power of applied behavioral and social sciences to uncover the deeper motivations behind consumer behavior. As Alex emphasized during the podcast,
“The core of what inspires us… It’s all about market research is at its best, Insights are at their best, when you dig deeper and don’t ask respondents a direct question but use applied social and behavioral sciences to get behind those surface answers, and really figure out the why behind the what. Both of our founders are very academic and very very voracious readers and they’re all about, how do we use all this great knowledge that’s out there, that’s really been developed particularly over the last 20 years – how do we leverage that to deliver better, deeper more actionable research and insights.”
Rather than relying solely on traditional survey techniques or direct questions, both organizations are committed to going beyond surface-level answers to truly understand why consumers behave the way they do.
While both Protobrand and Brandtrust share a common goal of uncovering human truths and creating business outcomes, our approaches complement each other. Brandtrust is known for its qualitative expertise, particularly in long-term, in-depth research that tackles complex and strategic challenges. Their work focuses on uncovering the nuances of human behavior and addressing difficult questions that traditional methods cannot resolve.
In complement, Protobrand delivers behavioral science – backed insights at speed and scale. Our technology solutions access insights similar to those you could access in an in-person interview format, tapping into system 1 and system 2. Enhanced by AI, our solutions uncover deeper insights than traditional approaches, then identify key themes representative of the authentic consumer voice at scale.
By combining these strengths, our partnership offers clients a full-spectrum research solution. Whether they require deep qualitative insights or large-scale, quantitative validation, they can now access both capabilities through one integrated partnership, enabling us to address a wide range of research needs.
To learn more about our strategic partnership with Brandtrust, we encourage you to listen to the full episode of Intellicast: The Market Research Industry Podcast here.
