Anders Bengtsson is CEO of Protobrand and holds a Ph.D. in Consumer Culture Theory. He is spearheading the development of Meta4 Insight®, a System 1 research software platform designed to provide actionable insights for concept testing, ad testing, and brand tracking. Prior to joining Protobrand, Anders was a marketing professor. He has written extensively on consumers’ symbolic and emotional relationships with brands and how brands become agents of consumer culture. Anders received his M.S. and Ph.D. in Marketing from Lund University, Sweden.
For quite some time, online concept testing has relied on tedious, repetitive batteries of cognitive scale questions to determine “winning” concepts. Respondents quickly succumb to fatigue w... Read more