At the heart of MotivBase is our library of thousands of ethnographic factors. We arrived at this library through the manual digital ethnographic analysis of over 1.5M individuals across the United States alone (powering our US version), 650,000+ individuals across the UK (powering the UK version), and hundreds of thousands of individuals across the 11 other markets where we support project work.
MotivBase uses Natural Language Processing and Machine Learning to understand the unique fingerprint behind each and every factor, as well as the unique fingerprint behind a user's search term, to then identify the specific permutation of factors driving a particular topic or trend.