skip to main content
Close Icon

In order to deliver a personalized, responsive service and to improve the site, we remember and store information about how you use it. This is done using simple text files called cookies which sit on your computer. By continuing to use this site and access its features, you are consenting to our use of cookies. To find out more about the way Informa uses cookies please go to our Cookie Policy page.

Global Search Configuration


The Narrative Analytics provider uses a unique process to analyze millions of data points, decode customers' beliefs, and map out strategy.


  • The combination of humans and machines delivers clustered-like data and actionable insights.
  • The machines comb, analyze, cluster, and classify the data, while narrative experts figure out how the clusters form a narrative and make strategy recommendations based on the narrative landscape.

Features and Benefits

  • Determines customers' narratives and how brands are associated with them.
  • Identifies and clusters similar pieces of narrative-rich content to detect underlying beliefs and combines like clusters to surface the big narratives.
  • Analyses and categorizes clustered source data by narrative, breaking down key demographics and providing a variety of measures.
  • Tracks narratives over time, and Narrative Experts meet regularly with clients to adjust strategy and create narrative changes.

Key questions answered

  • What is Narrative Analytics?
  • How does the Protagonist Platform combine sophisticated natural language processing, machine learning capabilities, and human expertise to process and assign meaning to massive data sets across media?

Table of contents


  • Catalyst
  • Key messages
  • Ovum view

Recommendations for enterprises

  • Why put Protagonist on your radar?
  • Highlights
  • Background
  • Current position
  • Key facts


  • On the Radar
  • Author

Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

+44 (0) 207 551 9047 - Operational from 09.00 - 17.00 UK time

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 7770704398 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now