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Protagonist’s new platform finds the stories told about brands
San Francisco-based startup employs AI and human experts to decipher narrative threads surrounding brands, and then offer strategic actions.
Every brand wants to tell a story. But a new narrative analytics platform has launched to help brands figure out the stories that are actually being told about them.
The platform is called Protagonist, from a company by the same name. Formerly called Monitor 360, the San Francisco-based firm was spun off three years ago from the consulting firm Monitor Group.
Protagonist says its newly released platform is the first “specifically designed to analyze complex, cross-platform data to reveal the underlying beliefs and motivations of consumers.” Customers include General Mills, MetLife, Warner Brothers and Microsoft.
When it spun off, CEO and founder Doug Randall told me, Monitor 360’s main occupation was conducting studies that resembled ethnographic research for government agencies.
They used available polling data, field research and expert analysis to tackle such questions as whether most Afghans agreed with America’s policies, or what kind of messaging by terrorists helped them attract recruits.
About two years ago, the company decided to use artificial intelligence and natural language processing to create a platform that, along with human experts, could help brands determine the stories being told about them.