The science of building your brand

We collect people’s feelings and thoughts about your brand every single day, letting you know where it stands as it grows.

Let's explore the science that goes into making your brand a success.

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Why we monitor brands the way we do

In today’s world, brands are expected to do more than just appeal to people. They need to form meaningful relationships with them. It’s all about quid pro quo: people expect as much value from brands as brands expect in return.

In the last three months alone, we’ve evaluated over 800 brands and gathered over 10,000,000 feelings and thoughts from people, all so you’ll know exactly what to do next to win.

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Our 16 Drivers are proven to measure the strength of your brand's relationship with people. Grow them, and your brand grows. We've determined that a brand manager can do a possible 25,827,165 things to make their brand win at any given time – a hugely challenging task.

We simplify this daunting task by turning the art of brand management into a science with our AI.

See it in action

How we guide your brand’s growth

Neuroscience research shows that most people make decisions based on their feelings – what we call System 1. They then rationalize these decisions after the fact with System 2 – their thoughts.

System 1 — Feelings

These are subconscious: fast, intuitive, and automatic.

System 2 — Thoughts

These are conscious: slow, deliberate, and rule governed.

Capturing people’s thoughts about a brand is relatively straightforward. Capturing their feelings, however, is notoriously hard. But not for proquo ai.

We use Implicit Response Timing when we ask people how they feel about your brand. If they respond quickly, we know they feel strongly about that aspect of your brand. If they hesitate, we know they’re less sure. And if they take too long, we know that they've begun thinking, not feeling. To capture their thoughts in detail, we also ask follow-up questions about your brand.

Taking this ‘Dual Systems’ approach and being rigorous with our data quality ensures you get the most actionable guidance based on what people feel and think about your brand every single day.

Our 16 Drivers and how they work

Over the last eight years, we’ve discovered 16 factors that, in sum, form the relationship people have with your brand. We call these our 16 Drivers. These Drivers give you granular insight into how your brand is performing, what areas need improvement, and what you can do to supercharge your brand’s growth.

We break them down into four categories:

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Seduction

How much your brand’s character draws people in.

Emotional

How powerful your brand is at giving people an emotional reaction.

Persuasion

How much people like the way your brand behaves in the world.

Rational

How powerful your brand’s offering is.

The 16 Drivers

Seduction

Persuasion

Emotional

Rational

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Attraction

How your brand looks, feels, and presents itself.

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Empathy

How much people believe your brand understands their wants and needs.

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Connection

How much your brand behaves in a way people can relate to.

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Integrity

How much your brand is seen to have principles and doing the right thing.

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Aspiration

How much your brand is seen as special and desirable.

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Innovation

How original and thought-leading your brand is seen to be.

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Transparency

How open your brand is about what it is and what it does.

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Popularity

How popular and prominent your brand is with the public.

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Clarity

How easily people understand your brand's role in their lives.

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Relevance

How well your brand provides for people’s wants and needs.

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Consistency

How reliably your brand delivers every time.

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Accessibility

How much people feel your brand is easy to find and use.

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Performance

How well your brand fulfils the promise it makes to consumers.

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Differentiation

How much your brand stands out from the crowd.

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Value for Money

How much people feel your brand justifies its cost.

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Familiarity

How much people feel they know your brand.

Seduction

Emotional

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Attraction

How your brand looks, feels, and presents itself.

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Empathy

How much people believe your brand understands their wants and needs.

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Aspiration

How much your brand is seen as special and desirable.

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Innovation

How original and thought-leading your brand is seen to be.

Seduction

Rational

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Clarity

How easily people understand your brand's role in their lives.

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Relevance

How well your brand provides for people’s wants and needs.

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Performance

How well your brand fulfils the promise it makes to consumers.

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Differentiation

How much your brand stands out from the crowd.

Persuasion

Emotional

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Connection

How much your brand behaves in a way people can relate to.

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Integrity

How much your brand is seen to have principles and doing the right thing.

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Transparency

How open your brand is about what it is and what it does.

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Popularity

How popular and prominent your brand is with the public.

Persuasion

Rational

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Consistency

How reliably your brand delivers every time.

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Accessibility

How much people feel your brand is easy to find and use.

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Value for Money

How much people feel your brand justifies its cost.

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Familiarity

How much people feel they know your brand.

Your proquo Score

Haven’t got the time to dive deep into these Drivers? Simply check out your proquo Score.

This is the ultimate measure of how your brand is doing – it’s the average of our 16 Drivers. The higher your proquo Score, the more people will want to be involved with your brand. Easy.

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