The approach, called Breakthrough Brand Intelligence, uses unstructured audience signals online to help provide a portrait of how brands are perceived by consumers, as well as how they can attract more customers and outperform competitors.

Breakthrough Brand Intelligence uses AI analytics to provide a composite score based on three categories – hooks, friction and consumer preference – to help brands track their performance over time.

The company uses 15 AI filters and 60 attributes to show the situational, rational and emotional levers behind a brand’s score.

Breakthrough Brand Intelligence will operate as a subscription service with free and paid tiers, with users able to access a personalised dashboard to track monthly scores, and with expanded analysis features for paying customers.

Christoper Frank, chief executive at PSB Insights, said: “The future of research is unstructured data. Marketers’ current toolkits will be obsolete in less than two years.

“We built BBI because the disruptors that act based on real consumer voices are the brands that win.”