In a world that is constantly evolving, companies have increasingly felt the need to gain a clear understanding of how consumers perceive their brand. Relying on outdated research methods based on very small samples is no longer sufficient to capture an accurate picture of brand perception. This is why Artificial Intelligence (AI) has emerged as a powerful solution.
Until recently, the traditional approach to brand evaluation involved conducting interviews or distributing surveys to a limited number of participants—sometimes only a few hundred, at best a few thousand. The collected responses were then processed through statistical methods to create an analysis.
The main issue with this methodology lay in the behavioral shift of respondents once they were asked to complete a survey. People, even unconsciously, often behave differently when they know they are being observed or evaluated, which negatively impacts the accuracy of the results.
How Artificial Intelligence Has Changed Brand Evaluation
The rise of the web has completely transformed the way data is collected. Every day, the internet generates an enormous volume of information, known as Big Data. Much of this data consists of what can be called “honest signals”—spontaneous expressions by users that are free from external influence or pressure. Unlike traditional surveys, no one is prompting these responses, so consumer behavior remains natural and authentic.
Examples of such signals include comments, texts, and images shared online. The volume of this data is significantly larger compared to traditional methods, often reaching into the hundreds of thousands or even millions of items.
Extracting meaning from such vast datasets would be impossible for the human mind alone. However, with a well-trained algorithm—capable of learning and improving over time—it becomes possible to dive deeper into this ocean of information and uncover meaningful insights.
Why More Brands Are Turning to AI-Powered Analysis
The world’s most recognized brands increasingly rely on AI-driven algorithms to evaluate consumer perception. These algorithms are the only tools capable of extracting vast amounts of spontaneous, large-scale information—something no traditional approach could achieve.
Of course, this analysis must be paired with human evaluation, which helps filter and interpret the most relevant insights from the less significant ones.
At MRC OmniChannel, a consulting and digital company, we specialize in managing AI algorithms to deliver precise and comprehensive brand evaluations. Our professionals calculate the Semantic Brand Score (SBS)—a composite indicator that measures brand importance by analyzing relationships between words within texts—alongside other advanced indicators. Together, these provide entrepreneurs with a clear and reliable view of their brand’s true value.