Daria Dzyabura is a Professor of Marketing at Moscow School of Management SKOLKOVO and the New Economic School. Professor Dzyabura is a world recognized expert in artificial intelligence methods in marketing, consumer preferences and search, and product design.
At the workshop, Daria presented the study "Color analytics for data-driven brand management". In this work, the authors begin to close this gap by measuring a meaningful relationship between colors and key dimensions of consumer brand perception. We develop a novel methodology in which large respondent panels create online visual collages representing their brand perceptions. Drawing inspiration from qualitative brand research methods that use visual collages to elicit attitudes and deep metaphors, we developed a web-based platform to collect collage data at scale. They collect a total of 4743 collages for 303 US National brands from nine different categories (beverages, food and dining, cars, medications, etc). A challenge in exploring color-brand relationships is to define a color space which is relevant for brand perceptions. While some shades of the same color might not differ in their corresponding brand perception, other shades (e.g., neon green and forest green), might bear important perceptual differences. The authors validate the results by coloring several beverage ads in the obtained palettes, and asking respondents to rate their perception on the tested brand characteristics.