My guest today is Dr. Emmanuel Probst, the Global Lead of Brand Thought-Leadership & Senior Vice President of Brand Health Tracking at IPSOS, Author, and Professor at UCLA. Founded in 1975 and headquartered in Paris France, Ipsos is among the largest global market research and consulting firms. Ipsos has over 18,000 employees and serves more than 5,000 brands.  Find Emmanuel Online: * LinkedIn: https://www.linkedin.com/in/emmanuelprobst/  * Website: https://www.ipsos.com/en-us  * Brand Hacks: How to Build Brands by Fulfilling the Customer Quest for Meaning: https://www.amazon.com/Brand-Hacks-Fulfilling-Consumer-Meaning/dp/1576879828  Find Jamin Online: * Email: jamin@happymr.instawp.xyz  * LinkedIn: www.linkedin.com/in/jaminbrazil * Twitter: www.twitter.com/jaminbrazil  Find Us Online:  * Twitter: www.twitter.com/happymrxp  * LinkedIn: www.linkedin.com/company/happymarketresearch  * Facebook: www.facebook.com/happymrxp  * Website: www.happymr.com  Music:  * “Clap Along” by Auditionauti: https://audionautix.com  This Episode is Sponsored by: The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:  * Full-time on campus  * Full-time online  * Part-time online NEW FOR 2022:  If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.  In addition to the certification, all the courses you complete will build toward your graduation. If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing. HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. [00:00:00] Jamin Brazil: Hi, everybody, I'm Jamin. You're listening to the Happy Market Research Podcast. Our guest today is Dr. Emmanuel Probst, the global leader of brand Thought Leadership and Senior Vice President of Brand Health Tracking at Ipsos. He's also an author and professor at UCLA. Founded in 1975 and headquartered in Paris, France, Ipsos is among the largest global market research and consulting firms. Ipsos has over 18,000 employees and serves more than 5000 brands. Emmanuel,