Frequently Asked Questions
It allows us to predict human behavior more reliably and accurately than statistical and other means of sentiment analysis.
Our model is a non-equilibrium system that originated as a tool to predict market movement on Wall Street. We have applied this thinking to emotions as they are akin to the markets in that they are never in a period of stasis, meaning there is never a moment where anyone only feels one given way.
We use AI, ML, and data science to create precise emotional scoring that gauges both emotional intensity and brand affect. We also identify points of tension and authentic feeling, all of which informs how to best engage and communicate with targets.
Cohorts are not one monolith. We can segment emotional cohorts by age, geography, income level, current customer vs. new target, ethnicity, gender identity, etc. Check our recent GenZ study https://brandthro.com/genz/.
We can target virtually any population and learn more about who they are through the lens of personality, and what matters most to them when it comes to brand experience. Our approach predicts the language that will make them feel valued and trust you most.
Data science allows us to use sample sizes of a 100 to create unique cohorts that are representative of thousands with 99.9% accuracy in 1-2 weeks.
We use precise screeners ranging from client/non-client, industry, company size, executive/policymaker title, general consumer, employees, target talent, ethnicity, age, geo, income-level etc. to build our micro segments.