Humans behave irrationally
So why do we ask rational questions? Every decision is driven by emotion. Even the most functional purchase is filled with meaning. We don’t just buy things because we need them; we buy things because we connect with them on an emotional level. The purchases we make say something about us. At Protobrand we go beyond the rational to understand this connection. We specialize in System 1 measurements to uncover the deeper meaning behind categories and brands and find the link to values that drive behavior.
Brand Illumination
What's catalyzing your brand's relationship with consumers?
Category Illumination
What's driving industry engagement?
Consumer Illumination
What's motivating consumers? What do they value?
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