Benoit Tranzer on the future of Brand Tracking, bringing a new order in the chaos!

Host of Now that's Significant Michael Howard is joined by Benoit Tranzer, the Global Service Line Leader for Brand Health Tracking at Ipsos.

In this conversation, Michael and Benoit discuss the current landscape of brand tracking, how it has evolved due to the apparent never-ending chaos in a global context, and how brand tracking can help organizations to navigate through to complexity to a new order where they can thrive.

The chaos referred to in the podcast is mainly characterized by overlapping crises, which can make consumers feel overwhelmed and disheartened. The two highlighted that brands and market researchers are operating within this context and their work is now more important than ever.

Benoit discusses how brand tracking needs to evolve in response to the current chaotic global context and how brands can achieve success by shaping expectations, integrating context, and acting with empathy.

The podcast episode also touches on how the role of AI and advanced technology in brand tracking, whilst emphasizing the importance of human creativity and curiosity, and how AI can be used to challenge human assumptions and improve decision-making.

We hope you enjoy the episode.

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