Can We Quantify Desire? Under The Hood Of M&C Saatchi’s Brand Desire Engine – The Drum

Data-backed marketers have made serious strides in the last couple of decades in figuring out what people desire (and why, and how much). We sat down with two people who claim to be further along on that quest than most: the team behind M&C Saatchi’s ‘brand desire engine.’

No prizes for this level of insight, but marketing is about getting people to buy (or in some cases do) stuff. Between the messaging and the action is the mysterious realm of wanting: desire.

If you could know what desire is, what makes it tick and how to measure it, that’d be a useful tool. That’s why brands and agencies are willing to pump so many resources into human understanding labs, psychometric research and a raft of qualitative and quantitative techniques to peel back the musty curtain that obscures the reality of want.

Earlier this year, M&C Saatchi unveiled its tentpole desire play: the ‘brand desire engine.’ Working at the confluence of eight artificial intelligence (AI) platforms, using…

Read Full Story: https://www.thedrum.com/news/2022/07/18/can-we-quantify-desire-under-the-hood-mc-saatchi-s-brand-desire-engine

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