In this conversation, Marco Frincio and Rogier van Hulst discuss the framework for AI-driven brand strategy developed by Quantum and LinkedIn. They introduce the concept of brand density, which is based on open-ended questions that elicit associations with a brand. They explain how AI is used to analyze unstructured text data from surveys and generate synthetic open-ended responses. The speakers also discuss the benefits and challenges of using synthetic data and the potential for combining AI technology with traditional research methods.

ESOMAR, congress, Chicago, art&Science, AI-driven brand strategy, brand density, open-ended questions, associations, unstructured text data, synthetic data, AI analysis, generative AI, market insights

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Graphics by Brandon Heim

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Esomar 2025