SGLabs - an emotionally intelligent brand platform

Your ad is live—now find and share it with those who will love it the most.

Primary Research Works, you know how we know? Research!

The CEI & BEI's 5+ billion data points about consumers & business executives empower you to create a profound, enduring relationship with your audience. We apply psychology models, traditional research methodologies and cutting edge neuroscience to deliver actionable insights about your target audience.

Measurement & ROI: Brand Emotional Lift (BEL) & ResonanceIQ

SGLabs' BEL and ResonanceIQ don’t just measure if your content works — they reveal who it worked for, why it resonated, and how to find and re-engage them with purpose and precision. By combining emotional insights with traditional brand metrics, we help you identify the audiences most likely to convert — and ensure your ad reaches the people who truly connect with it.

Ready to get started?

Reach out and let's discuss your goals.

SGLabs Platform : CEI | BEI | BEL | ResonanceIQ

5+ Billion data points about consumers & business executives.

Target

Consumer Emotional Index (CEI)
Business Engagement Index (BEI)

Target your audience on any and every media channel, based on:

What they feel and buy.
The media they consume.
How they spend their time.
Traditional demographics

Develop detailed personas based on SGLabs’ 4.7 million available personas.

Create

Consumer Emotional Index (CEI)
Business Engagement Index (BEI)

Create content based on primary research about what your audience feels, buys, the media they consume, and how they spend their time.

Measure

Brand Emotional Lift (BEL) &
ResonanceIQ – Media ROI

Measure what your community loves and feels, along with more traditional brand metrics about your ad, campaign, experience, and/or brand.

It’s not about reaching everyone—it’s about connecting with those who love your ad, and are most likely to convert.

Deliverables: Insights, Strategies, & Plans

Our platform provides easily digestible research and actionable insights.

We don’t simply collect data – we deliver research from raw insights to fully actionable plans.

These insights inform decisions from brand management and marketing to content creation and media planning.

We deliver:

Personas to target when buying media who are most likely to love your ad, brand, or campaign.
Insights and strategies you can use to build your plan.
Flexible reporting options.
Fully executable plans.
Self-service data access via Snowflake.

Know how consumers & executives feel, what they love, buy, how they spend their time, and the media they consume.

SGLabs Research+

Leverage our research & data to derive insights across a target audience.

Add custom questions to our 5+ billion data points to further segment or learn more about your target market.

Consumer Emotional Index (CEI)
Business Engagement Index (BEI)

Custom Research

Go deep – with comprehensive custom research powered by SGLabs platform. Answer your company’s most difficult questions.

Media Plan & Buying

SGLabs reveals who truly connects with your brand—helping you focus spend, deliver your ad to those who will love it most, and drive stronger ROI across every campaign.

Upon request, SGLabs can even execute your media plan.

BEL | ResonanceIQ | Benchmark

Understand your ad, campaign, or brand’s progress using SGLabs Benchmarking service or our Brand Emotional Lift (BEL), which includes traditional brand lift metrics and our proprietary emotional analysis.
Understand how your audience feels about your brand and how you are positioned vs. your competitors.
Target those who love your content the most.

Quantify ROI, even for awareness campaigns!

Know WHO they are. WHY, WHERE, and HOW they want it.

Who

With over 4.7 million personas available, precisely target your brand’s audience.

Why

Understand how your audience feels, what they buy, how they spend their time, and why they make the decisions they make.

Where

Know which media outlets your community engages with to target more effectively.

How Much

SGLabs’ research platform turns emotional insight into proof of performance—helping you grow ROI over time.

Who are they?

Earn a deeper relationship with your community.

Custom Personas: Annie & Paul

Precisely define your target audience and understand how they feel, their behaviors, actions, and media preferences.

Consumer Demographics include:

Lifestyle, Ethnicity, Income, Gender, Age, Children, and more.

Business Demographics include:

Company Size, Seniority, Decision-makers, Industry, and more.

Psychographic Profile includes:

What’s causing the most joy and worry
Buying preferences

Media profile:

Sites, channels, platforms visited
Emotional intent
Trustworthiness

4.7 million possible personas

Annie:

45 years old
Income: $75,000
Outdoor Adventurer
Pet Owner
No children
Female
Derives the most joy from her pet
Loves Amazon Prime late night

Paul:

38 years old
Income: $75,000
Technologist
Pet Owner
Has 2 children
Male
Derives the most joy from his family
Prefers YouTube during prime time

Where are they?

Who participates in our research?

Almost everyone!

No matter what your business does, we have respondents who will help answer your toughest questions.

PARTICIPANTS

100+ million research participants

COUNTRIES

100+ countries

MARKETS

Access to 4,000+ individual market research panels and sources.

Customizable dashboards delivered via email, or secure website.

SGLabs’ platform provides detailed, digestible reports and dashboards to deliver actionable insights that guide a business’s most critical decisions.

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Some of the Cable, Satellite, Streaming, News, Social, & Gaming Sites We Study

Understand WHAT they watch, WHEN they watch, HOW they ENGAGE, and the level of TRUST your audience has with these MEDIA OUTLETS.

Save millions of dollars from misaligned ad campaigns!

Do you work at an Agency?

SGLabs helps save millions of dollars from misaligned ad campaigns. Read more about our Agencies offering here!

Create messaging, content, media, and campaigns that resonate deeper.

Test your creative to understand and target those who love it the most

As you buy media, find influencers, and launch your campaign, SGLabs’ platform helps ensure that your efforts are engaging where and when your clients’ customers are most likely to engage.

Reach out to us to discuss your agency needs! Be sure to ask about our co-branded research program.

We are global!

What causes consumers the most JOY around the world?

Know before you act

Insights and strategy for every department!

Primary research that supports decision-making and storytelling across your organization.

Open new markets
Engage on a deeper level
Align ads with your target market’s lifestyles and interests
Actionable plans delivered every time

It's Not Your Imagination, Consumers Care Less.

In the early days of the pandemic, there was a global sense of solidarity, rallying behind healthcare and frontline workers, and drive-thru parties. Many watched viral videos of neighbors socializing on balconies or howling at the moon to feel connected during lockdowns. Now, as Covid-19 numbers climb and vaccinations and masking has become a political wedge, we see folks retreating into their respective corners. We are hearing about burnout in healthcare workers, anger from exhausted caregivers, and passionate pleas from communities where people live, work, and play. Therefore, it’s now more important than ever for companies to explore an approach that authentically engages and connects with communities beyond traditional marketing tactics, as the advertising strategies that worked for your brand in 2019 simply will not work today. Continue reading…

Our clients and partners are sharing

“The results of Sleeping Giant’s work were foundational in executing a complete company re-brand, including updated mission statement, visual identity, and brand pillars. Their research into our customer demographics & persona segmentation are the building blocks upon which we are able to make sound strategic marketing decisions to help us achieve our business objectives and continue to drive the BOOM spirit of our innovative brand.”