Purpose: Explore symbolic, emotional territories
Respondent selects a visual metaphor, then describes the image by recording answers in their own voice. They then explain how the image captures how they think about the topic. AI Probing facilitates the conversation to enable further articulation.
Purpose: Understand brand association & strength with key attributes
The respondent completes a swipe exercise measuring the strength of associations for a pre-defined list of brand attributes. Scores are calculated using answer frequency and speed of response; a fast swipe right indicates a stronger association.
Theme Exploration
For those who choose jarred pasta sauce, it’s about connecting to a rich cultural and culinary heritage. They seek iconic tradition and authenticity, marked by family traditions passed down through generations, like a grandmother’s hands or a cherished family recipe. They value well-established brands and traditional recipes, appreciating natural, high-quality ingredients that evoke a sense of home-cooked comfort. It’s for the hard-working individual who wants quality without the fuss, offering a taste of the old world that is both loved and enduring.
Theme Exploration
For those who choose jarred pasta sauce, it’s about more than just a meal; it’s about crafting quality time and connection. They envision a warm, inviting setting, a beautifully arranged table, and a house filled with loved ones.
Whether it’s a cherished Christmas lasagna tradition, a birthday celebration, or simply a Sunday dinner, these individuals use jarred sauce to save time without sacrificing taste or the joy of togetherness. They are often hardworking parents or hosts who prioritize family happiness, wanting to provide delicious, comforting food and create lasting memories around the dining table, ensuring everyone feels nurtured and loved.
Protobrand’s research on positioning / point-of-difference helps:
The gap between what people say and what they do is infamous in market research, yet marketing practices often persist as if consumers were rational.
Behavioral science helps to deconstruct consumer irrationality, yielding real prediction power.
System 1 – Subconscious
Always on, faster, instinctive and
almost effortless thinking
System 2 – Conscious
Slower, requires focus and effort
Does it match the identity and lifestyle they desire? The most influential brands connect functional attributes with symbolic meaning to align with who people want to be. This results in emotional connections between the brand and consumers.
Protobrand uses AI + Behavioral Science to identify the ideal connections between Functional, Emotional and Symbolic properties to optimize brand performance.
