As a marketer, how often have you looked at brand study results and felt a disconnect? The data might be interesting, but does it truly drive strategy? Do you find yourself wondering, “Why didn’t we ask about this?” or “What does this really mean for my brand?”
Researchers face similar frustrations. You meticulously craft the perfect attribute list, only to have it go on for pages. You ask about everything, only to see no differentiation. Surveys struggle because their creators must think of everything. Every question. Every nuance. Every interpretation. And it’s impossible.
Imagine a different approach
Imagine capturing the richness and depth of human experience to understand what truly drives consumer behavior. Imagine blurring the lines between quantitative rigor and qualitative depth. That’s the power of Narrative Intelligence.
The initial approach is quantitative. We start with large sample sizes and mathematical rigor. Then we add the rich insights of qual.
Instead of lengthy attribute lists and restrictive scales, Narrative Intelligence starts with crafted open-ended questions. Think: “What comes to mind when you think about this brand?” or “Tell me about a recent experience that shaped your perception.”
Advanced AI probing then delves deeper into these responses, gathering nuanced details and revealing the “why” behind consumer choices. This wealth of unstructured responses is then transformed into actionable insights through cutting-edge LLM processing. You gain access to an infinite number of themes and emotions, painting a vivid picture of your brand’s true standing in the market.
Finally, these rich narratives are translated into quantifiable metrics – the KPIs you need to track progress and demonstrate impact. But unlike traditional scales, these metrics are grounded in real consumer experiences, reflecting a more accurate and nuanced understanding of your brand.
This approach unlocks a wealth of benefits:
- Uncover non-conscious beliefs: Gain access to the underlying motivations and emotions that shape consumer behavior, going beyond surface-level responses.
- Predict with precision: Leverage a broader range of variables to predict outcomes like purchase intent and brand loyalty with greater precision.
- Uncover the unexpected: Break free from the limitations of pre-defined questions and uncover surprising insights that can reshape your strategy.
- Discover true distinction: Understand the nuances of consumer perception and identify the unique factors that set your brand apart from the competition.
The result?
You uncover the unexpected. You answer the unasked. You transform the improbable into probable. You gain a competitive edge.
Case study
We compared data from a traditional brand study conducted on soft drinks to a study conducted with Narrative Intelligence. Our ability to predict consumer preference went from a multiple R of 0.51 to 0.82. The number of attributes we were able to uncover went from 10 to 44. The average differentiation between attributes went up 2.5X with Narrative Intelligence (From 0.09 to 0.23 using standard deviation). And respondents rated the survey experience of the traditional survey, 46% loved it, compared to 54% of the Narrative Intelligence survey.
Ready to transform your brand tracking and unlock the power of Narrative Intelligence? Or just want to know more about how it works? Contact us.
