NEWS12 July 2012

Leo Burnett USA to use online qual tool from Protobrand

North America Technology

US— Ad agency Leo Burnett USA has worked with brand consultancy Protobrand to develop a new qualitative research tool called MetaphorMining. It aims to help the agency and its clients understand human behaviour and how people perceive and relate to brands.

MetaphorMining uses visual psychology techniques through an online platform to conduct brand metaphor research without geographic biases or constraints, the partners say.

“As part of our ongoing mission to bring ‘HumanKind’ thinking into every facet of our business, MetaphorMining is a breakthrough in understanding human behaviour,” said Stephen Hahn-Griffiths, chief strategy officer, Leo Burnett USA.