Ep. 240 - Emmanuel Probst, Author of Brand Hacks on the Leverage of Creating an Experienced Brand

My guest today is Emmanuel Probst, author, UCLA professor, and Senior Vice President of Brand Health Tracking at Ipsos. Founded in 1975, Ipsos is one of the largest global market research and a consulting firm with worldwide headquarters in Paris, France.

Prior to joining Ipsos, Emmanuel served as the Vice President of Media and Content Domain at Kantar, as well as in a leadership role at Dynata (formerly ResearchNow) and InMoment.

Find Emmanuel Online:

LinkedIn: www.linkedin.com/in/emmanuelprobst

Twitter: www.twitter.com/emmanuelprobst 

Website: www.ipsos.com/en  

Find Jamin Online:

Email: [email protected] 

LinkedIn: www.linkedin.com/in/jaminbrazil

Twitter: www.twitter.com/jaminbrazil 

Find Us Online: 

Twitter: www.twitter.com/happymrxp 

LinkedIn: www.linkedin.com/company/happymarketresearch 

Facebook: www.facebook.com/happymrxp 

Website: www.happymr.com 

This Episode’s Sponsor: 

This episode is brought to you by HubUx. HubUx reduces project management costs by 90%. Think of HubUx as your personal AI project manager, taking care of all your recruitment and interview coordination needs in the background. The platform connects you with the right providers and sample based on your research and project needs. For more information, please visit HubUx.com.

[00:00]

On Episode 240, I’m interviewing Emmanuel Probst, Senior Vice President of Brand Health Tracking at Ipsos, but first a word from our sponsor.  

[00:11]

This episode is brought to you by HubUx.  HubUx is a productivity tool for qualitative research.  It creates a seamless workflow across your tools and team. Originally, came up with the idea as I was listening to research professionals in both the quant and qual space complain about and articulate the pain, I guess more succinctly, around managing qualitative research.  The one big problem with qualitative is it’s synchronous in nature, and it requires 100% of the attention of the respondent. This creates a big barrier, and, I believe, a tremendous opportunity inside of the marketplace. So what we do is we take the tools that you use; we integrate them into a work flow so that, ultimately, you enter in your project details, that is, who it is that you want to talk to, when you want to talk to them, whether it’s a focus group, in-person, or virtual or IDI’s or ethnos; and we connect you to those right people in the times that you want to have those conversations or connections – Push-Button Qualitative Insights, HubUx.  If you have any questions, reach out to me directly. I would appreciate it. [email protected]   

[01:35]  

Hi, I’m Jamin, and you’re listening to the Happy Market Research Podcast. My guest today is Emmanuel Probst, author, UCLA Professor, and Senior Vice President of Brand Health Tracking at Ipsos.  Founded in 1975, Ipsos is one of the largest global market research and consulting firms with worldwide headquarters in Paris, France. Prior to joining Ipsos, Emmanuel served as the Vice President of Media and Content Domain at Kantar as well as in leadership roles at Dynata, formerly ResearchNow, and InMoment.  Emmanuel, thank you very much for being on the Happy Market Research Podcast today.  

[02:10]  

Thank you, Jamin, for having me.  I really appreciate your taking the time to have me on your podcast today.  

[02:17]

It’s an absolute honor having you on the podcast.  I have interacted with you professionally over our careers in similar circles.  I don’t know that we’ve actually ever done direct business together. The specific topic of today is to talk about your recently released book, How to Build Brands by Fulfilling the Human Quest for Meaning.  Embedded inside of that title are two words, brand hacks. I’ll post a picture of this book so that people can get better context. The way that you’ve framed the book is really interesting just from the cover perspective because I would say it has some powerful theory,