Observed Signal · Jul 16, 2026 · Product Launch · Source: AdExchanger · Impact: 2/5 · Sentiment: Positive
Triggers launches Brand Instinct Monitor to track associations
Marketing consultancy Triggers launched the Brand Instinct Monitor (BIM), a feature that tracks how consumers' subconscious brand associations shift over time. Triggers recruits panels externally and uses a 'memory elicitation' process—roughly 300 panelists per brand upload written memories and photographs to its proprietary Brand Connectome, a cumulative repository of associations. BIM builds on that dataset and proprietary data‑science models to quantify which subconscious associations most drive brand growth, benchmark changes over time, and measure shifts against a brand's core associations. Early adopter Kraft Heinz and its head of consumer insights, Doug Healy, say BIM surfaced subconscious cues that informed creative and messaging and helped preserve meaningful brand equity. CEO Leslie Zane emphasized a cross-demographic approach, arguing traditional segmentation misses the consistent associations shared by loyalists.
Introduces a new market-research product for tracking subconscious brand associations and offers brands an alternative measurement approach, but it is a supplier-level product rather than a major platform policy or industry-wide technical change.
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Key Takeaways & Evidence Grounding
- Triggers launched Brand Instinct Monitor (BIM) to track changes in consumers' subconscious brand associations over time.
- Data collected via 'memory elicitation': roughly 300 externally recruited panelists per brand upload written memories and photographs to the proprietary Brand Connectome.
- BIM uses proprietary data-science models to quantify which subconscious associations most drive brand growth and to benchmark shifts against core associations.
- Kraft Heinz is an early adopter; Doug Healy said BIM surfaced subconscious cues that informed creative, messaging and preserved brand equity.
- CEO Leslie Zane favors a cross-demographic approach and questions traditional segmentation, saying loyalists tend to share consistent associations.
Connected Companies & Entities
2 Entities mapped“Kraft Heinz, a years-long customer of Triggers, was one of BIM’s early adopters....”
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