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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

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Have any questions? Speak to a Specialist

Europe, Middle East & Africa team: +44 7771 980316

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

US team: +1 212-652-5335

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
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