We worked with Jaguar Land Rover (JLR), drawing on decades of brand tracking but addressing a persistent challenge: limited clarity on how its brands truly live in people’s minds, and how emotion translates into commercial advantage. Rather than refining existing measures, we rebuilt brand health from the ground up around a simple but powerful question: how does this brand make you feel? Using our ThoughtScape™ approach, we let consumers define what mattered, revealing the emotional drivers that differentiate admired brands from those people are genuinely willing to pay more for.

The programme now operates across more than 25 markets, with over 100,000 interviews processed through advanced language coding and prioritisation techniques. Flexible tools make the insight usable for teams from local markets to global leadership. These findings have shaped product launches, positioning, pricing and portfolio strategy across JLR, creating a durable strategic asset that helps the business sustain premium growth in a changing world.