Agencies are developing smaller companies and tools leveraging data, to assist planners, strategists, and brand managers.

Leo Burnett seems to be making serious efforts in changing the way their strategists and planners think. Their latest attempts include publishing a book titled ‘Humankind’ and now they have publicity revealed one tool they have developed, which is based on “behavioral archetypes.” Carol Foley, Burnett’s VP Director of Research Services, explains the initiative:

“Behavioral Archetypes” is based on a review of the theories followed by a series of research and development surveys and more than 10,000 interviews allowing for the classifications of 1,500 to 1,800 discreet behaviors. Based on the data, those behaviors were clustered into eight “buckets” along two axes.

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