10 YEARS OF ANSWERING TOUGH QUESTIONS THAT MATTER TO THE WORLD
Our narrative began 10 years ago, when the White House asked us: how do we know what will resonate in different countries around the world? We embarked on a journey to articulate and analyze deeply held cultural narratives in over 40 countries.
We learned how The American Dream narrative is heard in different countries and how it conflicts with exceptionalism narratives in China (Civilizational Greatness), Venezuela (Bolivar’s Legacy), and Saudi Arabia (God’s Abundance).
As a result, we came up with a very simple insight: narratives drive behavior. So if you’re trying to understand or influence people, you need to know their narratives.
DESIGNING A NEW APPROACH TO LEVERAGE NARRATIVES
Armed with insight, as well as emerging tools to analyze Big Data, we set out to uncover narratives in the ever-expanding digital footprint. Narrative Analytics was born – a powerful combination of machine learning and our deep narrative expertise. We leverage millions of data points in traditional and social media to decode people’s deep-rooted underlying beliefs, map them at scale, and use them to inform strategy.
We express our values as narratives – the beliefs that guide our behavior and act as a powerful filter for the decisions we make. Our values were not written by copywriters. They were created by our team with input from every single person at Protagonist.
Our passion for excellence and impact
Pushing the boundaries of data science and storytelling
Empowering each other every day
Finding exhilaration in the people and the process
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