Partnership for Brandtrust and Protobrand

Strategy and insight consultancies Brandtrust and Protobrand have announced a partnership building on their 'shared roots in the applied social and behavioral sciences' to create a suite of solutions integrating human expertise and AI.

Brandtrust's behavioral science expertise helps businesses understand and connect with their customers 'on a profound level', to solve brand, innovation and customer experience challenges. This includes conducting research into the nonconscious drivers of consumer behavior. The firm is headquartered in Chiacgo and led by founder and Chairman Daryl Travis.

Protobrand is based in Boston, MA, and taps AI-powered quant capabilities to deliver solutions for brand tracking, innovation and concept development, promising clients understanding of the 'symbolic, emotional and functional dimensions' behind consumer motivation and behavior. The company appointed former employee Pal Marton Afzelius to CEO in January 2023.

The companies describe the new joint solutions as 'amplifying the impact of Human Truth through the power of AI'. Specifically, the partnership will give Protobrand access to Brandtrust's immersive qualitative methodologies, including 1:1 Emotional Inquiry and online qual-at-scale solution Narrative Inquiry. Brandtrust meanwhile will benefit from Protobrand's extensive AI-powered quant capabilities, including brand tracking, 'jobs-to-be-done' innovation, and concept illumination - enhancing the 'scale, efficiency and broad applicability of its services', according to the firms.

Anders Bengtsson (pictured(, founder and Chairman of Protobrand says the two companies 'share a common mission of empowering [their] clients with Human Truth', and adds: 'This collaboration will be a powerful synergy that leverages both companies' strengths, providing clients with insights that transform their businesses'. For Brandtrust, Travis comments: 'We are excited to enter into this strategic partnership with Protobrand. Through our combined experience and innovative approach to Human Truth, we are poised to deliver exceptional value and drive impactful results for our clients'.

Web sites: www.protobrand.com and www.brandtrust.com .