
Integrating the latest Behavior Economics
insights to evaluate brands.
Better insights, more
reflective of the market
The way we evaluate brands has not changed in decades.
There are so many problems with scales.
All of these leads to bad data and poor results.
Are we really trusting our brands and our programs to this type of measurement?
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Difficult for respondents
Humans don't make decisions on a scale
Bad data
Different cultures respond differently on scales
What if they don't know the answer?
It's not you, it's me
The latest insights from Nobel Prize winning psychologists reveal how we traditionally measure brands is not how humans make these evaluation
Humans make choices — based on evaluating a set of alternatives
“Humans rarely choose things in absolute terms.
We don’t have an internal value meter
that tells us how much things are worth.
Rather, we focus on the relative advantage of one thing over another…”

Dan Ariely
Predictably Irrational: The Hidden Forces That Shape Our Decisions.
“There is a way to overcome the limited resolution of adjective scales: Instead of using labels,
use comparisons.
Our ability to compare cases is much better than our ability to place them on a scale.”

Daniel Kahneman
Noise: A Flaw in Human Judgement
But current methods still don’t have respondents compare.
Brands are presented in isolation.

Brand Insights is a better way to evaluate brands.
Consistent with how humans make these choices.
More reliable results
Because respondents evaluate options as they do in the real world; with choices and in context to the competitive set.
Ability to capture more competitive benchmarks
Without fatiguing the respondent or adding sample. In short, faster, easier, less expensive.
Less bad data
What if respondents don’t know the answer? A “3” on a scale is not the same as a “don’t know.” This method overcomes that.
Improved cross-cultural insights
Overcomes the challenges inherent in different cultures using scales differently.
Improved respondent engagement
Respondents stay engaged, providing more consideration of their choices – not simply trying to finish the survey.
Works great with mobile
Respondents can respond as they live their lives, on their mobile device.
A faster, more predictive, and lower-cost way to screen out new product ideas or features
We have tested thousands of concepts
- This experience allows us to offer more insight and opportunities on how to make the concept better.
- This means you can trust our results when you share them with your management.
- Your recommendation (based on our results) will be stronger, more compelling, and lead your company to a better decision.
This is just one reason we have been named a “Most Trusted” market
research firm
This is just one reason we have been named a “Most Trusted” market research firm
- Trusted to deliver high-quality insightful results
- Trusted to deliver results you can share with your management without re-writing
- Trusted to have True North present to your management
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Explain your situation and what you hope to deliver to your organization