PSB Insights, a consumer insights firm that combines innovative methodologies with experience working for the world’s top companies, has debuted Narrative Intelligence. This AI-powered approach pulls metrics and models from real, human conversations, uncovering hidden insights that traditional surveys miss.
Christopher Frank, CEO, says: “Narrative Intelligence bridges how customers actually talk about your brand with the insights that force you to rethink strategy. PSB has figured out how to process unstructured data at scale in ways that were not possible until now, surfacing the surprises that help disruptive brands win.”
Rob Kaiser, PhD, Chief Methodology Officer adds: “Real insights start with real stories. Surveys packed with ratings wear people out and give us thin data. Human stories plus AI give us metrics that actually tell the truth. Narrative Intelligence works because people are at their best when they can tell you what they really think.”
Narrative Intelligence surveys uncover breakthroughs that can't be derived from traditional research. It can reveal blind spots, determine true drivers of behavior, and illustrate diverse and complex customer journeys.
Narrative Intelligence surveys prompt consumers with open-ended questions and engages them with AI-based follow-ups. From these organic stories, it then pulls dimensions, driver models, buyer journeys, themes, and complex emotions—the metrics business leaders need to make confident decisions.
While the scope of traditional survey questions is often limited by narrow, brand-centric perspectives, Narrative Intelligence directly reflects what consumers care about. This conversational approach goes far beyond simply confirming what marketers already know about audiences, bringing surprising, hidden insights to the surface.
Most surveys and scales tend to be cookie-cutter approaches that put consumers in boxes. They’re long, tedious, and respondents’ engagement declines sharply as the questions drag on. In contrast, Narrative Intelligence’s open-ended prompts not only keep respondents engaged, but also reveal true differentiation by empowering them to share nuanced, diverse perspectives in their own words.
Typical surveys often reveal more questions than answers, slowing down decision-making processes and inviting the need for additional, costly studies. Narrative Intelligence removes the burden to think of the perfect survey logic and address every contingency. With the right open-ended questions, consumers’ stories provide a wealth of data that PSB’s advanced analytics team transforms into insights marketers can use right away.