Social Labs Newsletter, JUNE 2025

|Five Minutes Well Spent

What´s new in June 2025?

Highlights, insights, and exciting opportunities—let's dive in!

Social Advisors

From KPI to KBI (Key Behavioral Indicators): The New Standard in Consumer Behavior Research

In an environment where consumers act in increasingly emotional, impulsive, and contextual ways, traditional KPIs (Key Performance Indicators) have lost their explanatory power. They are useful for measuring the outcome of an action—sales, awareness, traffic, engagement—but they don’t answer a critical question: why do consumers make the choices they do?

At Social Labs, we are redefining how brands understand consumers. We propose an evolution toward KBI (Key Behavioral Indicators): behavior-centered metrics designed to reveal the real mechanisms behind decision-making—beyond what is merely observable.

What are KBIs?
Key Behavioral Indicators do not focus solely on the outcome (purchase, choice, share), but rather capture the internal and emotional logic behind behavior:

• What heuristic was activated (price, habit, brand, reward, convenience).
• What emotions dominated the decision (trust, desire, rejection, doubt).
• What level of involvement was shown (quick vs. reflective decision).
• What context influenced the decision (channel, moment, company, device, etc.).

KBIs enable more precise business strategies, because they connect directly to how people think, feel, and decide.

The Key Role of Missions in Generating KBIs
At Social Labs, missions are the main engine for collecting behavioral data. They are not just surveys—they are living environments of interaction where consumers act, choose, compare, narrate, and reflect.

Through these active missions, we can capture deep behavioral signals that are later processed through our cognitive tools.

Most useful types of missions to generate KBIs:

How Do We Do It at Social Labs?‍

At Social Labs, we use a combination of behavioral science, cognitive models, and advanced semantic processing to capture KBIs across our different platforms:

Play to Data: analyzes consumer micro-decisions through interactive exercises, measuring reaction time, instinctive choices, and emotional coherence.

Talk to Data: transforms open-ended responses into cognitive patterns using generative AI and deep semantic analysis.

Interaction Labs and Connection Labs: allow us to observe the evolution of behavior within live communities, with interactions that reveal friction points, motivators, and shifts in attitude.

Why Is It Strategic to Adopt KBIs?

‍Because KPIs measure the outcome, but KBIs explain the origin of that outcome.

This enables brands to:

• Anticipate behavioral shifts before they are reflected in KPIs.
• Design more relevant value propositions, aligned with real motivations.
• Reduce risk in product launches by validating not just stated preferences, but actual decision patterns.
• Segment beyond demographics, understanding the mindset and dominant consumption logics of each profile.

Towards a New Era of Actionable Indicators
The era of KPIs has been essential for professionalizing marketing and research. But today, the complexity of consumer behavior demands a deeper layer of understanding.

KBIs represent that evolution: metrics built from behavior, processed with cognitive technology, and designed to transform business decisions.

Which Brands Are Already Doing It?
Leading brands in food, beauty, technology, and financial services are working with Social Labs to develop their own KBI models. The result: greater agility, reduced uncertainty, and strategic decisions grounded in the behavioral truth of the consumer.

Are you ready to stop measuring only what’s visible?
Contact us to design your next KBI-oriented missions.

Social Advisors

Continuous Missions: Always Active and Connected Consumers

From one-off missions to living systems of behavioral intelligence.

For years, many brands have relied on one-off missions—isolated surveys, single focus groups, one-time exercises—to gather consumer insights. However, this approach no longer keeps pace with the speed and complexity of human behavior today.

At Social Labs, we believe it’s time for a methodological evolution: moving away from static missions toward a more powerful and adaptive model. We’re talking about continuous missions, designed to be always active, always connected, and capable of adjusting in real time to consumer behavior and context.

Limitations of the One-Off Approach

• Captures a specific moment, but doesn’t show how behavior evolves.
• Responds too late to changes in habits, emotions, or perceptions.
• Disconnects consumer decisions from their real-life context.
• Relies on isolated statements rather than observable patterns over time.

Our Proposal: Continuous and Adaptive Missions
At Social Labs, we design active mission systems that enable constant monitoring, engagement, and action around the consumer. These missions not only collect data—they adapt and evolve based on user signals.

Continuous missions rely on three key principles:

• Detect immediate changes in preferences, habits, emotions, and perceptions.
• Observe consumer/shopper evolution in real, everyday contexts—not just in isolated moments.
• Adjust market research dynamically, without having to restart the process each time.

How Do Continuous Missions Work?
Continuous missions combine different dynamics that, together, enable a comprehensive understanding of the consumer:

• Consumption tracking missions: frequency, timing, habits, occasions.
• Brand perception and evolution missions: changes in brand evaluation, interest, emotional connection.
• Microjournals or digital diaries: narrative tracking of decisions, emotions, and reflections.
• Projective or visual stimulus missions: capturing spontaneous reactions and implicit associations.
• Iterative focus groups: validation or exploration points at various stages of the process.

All these missions are connected to our cognitive platforms (Play to Data, Talk to Data), which process information using semantic, emotional, and behavioral intelligence to generate real-time actionable insights.

What Advantages Does This Model Offer?

• Instantly detects changes in attitudes, emotions, or behaviors.
• Tracks consumer cohorts over time.
• Deepens contextual and emotional understanding.
• Provides full methodological flexibility without restarting each mission.
• Establishes an ongoing dialogue between brand and consumer.

Additionally, by working with a continuous logic, brands reduce time, cost, and operational friction—without sacrificing depth or data quality.

Use Cases:

• Monthly optimization of product portfolio based on real habits.
• Ongoing measurement of brand health and emotional connection.
• Exploration of emerging insights for innovation in packaging or campaigns.
• Identification of new uses and consumption contexts.

Ready to move beyond static snapshots and start understanding in flow?
Continuous missions are the foundation of the new strategic intelligence model:
more agile, more precise, and deeply connected to consumer reality.

Contact us us to design your first continuous missions tailored to your category.

Social Advisors

Where every image, every audio, every gesture... reveals what your brand needs to know.

At Social Advisors, we enhance field analysis with Cognitive AI Agents that automatically process photos, videos, audios, and images—exponentially increasing operational precision, speed, and reliability.

What do we achieve with this innovation?

✔ We validate whether the submitted evidence meets the exact requested criteria.
✔ We identify key visual patterns: products, brands, points of sale, and more.
✔ We interpret the emotional context of scenes involving people—always under ethical and privacy principles.

This breakthrough marks the beginning of a new era: smart, agile, and scalable evaluation.

Coming soon to Social Advisors: AI Agents capable of analyzing multimedia content generated by consumers in real time—recognizing patterns, validating criteria, and understanding the emotional context behind each piece of evidence.

Connect with us and take your next market studies to the next level.

Because the future of research isn’t just asked—it’s detected, validated, and activated.

Social Labs

Happy Father’s Day

At Social Labs, we sincerely congratulate all the fathers who are part of our business ecosystem: collaborators, clients, partners, and our communities of buyers and consumers.

This Father’s Day is a meaningful opportunity to recognize and appreciate the fundamental role they play in their homes, in society, and in their workplaces. Their dedication, leadership, and ability to inspire are true examples of commitment and responsibility—values we share and promote as an organization.

Thank you for being agents of change, guiding lights, and role models.

Happy Father’s Day!
We wish you a day filled with appreciation, joy, and special moments with your family.

Exciting News

Social Labs helps you understand and connect better with your market. Join us and co-invest in initiatives that drive impact and transformation.

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Thank you for continuing to trust us!

Best regards, and see you in the next newsletter.

The Social Labs Team
Passion for Software & Love for Innovation

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