Origin Story: the creator's dilemma
Bob Ciosek, Founder of GreenlightIQ
As a Creative Director at major ad agencies, I led campaigns for blue chip brands like Coca-Cola, P&G, Budweiser, ESPN and many more. Every project started with the same unanswerable question:
How do you predict what audiences want and why before we spend the money on production?
In 2003, running Bold Studios with ESPN as anchor client and producing thousands of promos, I was a creative content producer hungry for data. So I built the answer.
I adapted conjoint analysis, a proven behavioral science methodology, to measure what audiences actually value in content — and how much each element contributes to their decisions.
The result: a patented methodology that has guided my own content development business and decisions for major networks, sports properties, and brands for 22 years. It helped grow Team Whistle to an audience of 400 million and has been used by senior leaders at Turner, Golf Channel, Food Network, CNBC, ABC, ESPN, Fox Sports, Refinery29, The Cut, Amex, and many more.
Now we are scaling that proven approach into a SaaS/consulting solution for the entire content industry.