Leo Burnett USA Partners with Protobrand to Launch Behavioral Research Tool -"MetaphorMining™"

CHICAGO, July 11, 2012 /PRNewswire/ -- Today, advertising agency Leo Burnett USA unveiled a new, innovative qualitative research tool, "MetaphorMining™." The tool, developed in conjunction with Protobrand, an independent brand consultancy based in Boston, provides Leo Burnett and its clients with a new, innovative way to understand human behavior and how people perceive and relate to brands.

"As part of our ongoing mission to bring HumanKind thinking into every facet of our business, MetaphorMining is a breakthrough in understanding human behavior," said Stephen Hahn-Griffiths, Chief Strategy Officer, Leo Burnett USA. "This tool provides a deeper and more meaningful perspective of the relationship people have with brands."

Side-stepping the limitations of many other qualitative forms of research, such as focus groups, MetaphorMining allows Leo Burnett to apply visual psychology techniques through an online platform and to conduct brand metaphor research without geographic biases or constraints. The actual research process, MetaphorMining unearths deep-seated beliefs through the science of metaphor elicitation analysis.

"The technologies and techniques that make up MetaphorMining provide Leo Burnett with a means to capture insights about the most elusive aspects of human thought and behavior," said Phil Granof, CEO of Protobrand. "The tool bypasses the language centers of the brain, allowing people to avoid scripted, socially constructed responses and reveal themselves more completely."

"MetaphorMining allows our agency to move beyond a superficial understanding of what people perceive about brands, categories and competitors, resulting in more humanly-informed marketing strategies for our clients," said Hahn-Griffiths.

About Leo Burnett USA
Leo Burnett USA (www.leoburnett.com) is part of one of the world's largest agency networks. An affiliate of Leo Burnett, is its marketing services arm, Arc Worldwide. Leo Burnett, a HumanKind communications company, has a simple and singular approach: put a brand's purpose at the center of communications to truly connect with people. Leo Burnett, one of the most awarded creative communications companies in the world, creates "Acts, not just Ads," for some of the world's most valuable brands including The Coca-Cola Company, Kellogg's, McDonald's, Hallmark, P&G, Allstate and Nintendo.

About Protobrand Sciences, Inc.
Headquartered in Boston, MA, Protobrand (www.protobrand.com) is an independent branding agency driven by consumer insight. Using its proprietary methods, Protobrand works with agencies and brands to uncover the rich, unseen motivations behind human behavior in order to create brands than endure across cultures, economies, and time. Clients include global and nationally recognized brands in consumer goods, financial services, automotive, retail, and healthcare.

SOURCE Leo Burnett USA

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