NEUTRUM
Developed by
Hase und Igel
Hase und Igel

Content Marketing

Decrypt Relevance

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Trusted by over 200 clients in 9 countries, among them
vodafone
Schaeffler
Haspa
Galenica
stihl
Avnet
Isotec
media plan
marcapo
Stadtsparkasse Düsseldorf
bright data partner
Currenta
Advyce
Generationenstiftung
Gasline
Steinel
Drehmoment
SWB
AIKA
whatzdogs
Zentrum für digitale Innovationen Niedersachsen
Famo
BMÖ
Berky
Hüffermann
ifvoe
enormedia
ivh
Kreatives Unternehmertum
itea

Your Map to Your Audiences' Hearts and Brains

Every product, every topic is only relevant in a specific context. If you know which context it is for which parts of your market, you strike the right chord and win. Our Explainable AI measures in real-time how people in your market tick and shows you the shortest way to relevance. Over 85% faster than surveys… and less expensive!

What do my stakeholders mean when they call for “more attitude” or demand “sustainability”? Why do customers buy flatbread and how do they prefer to prepare it? Who might be interested in my new development and for what occasion? When is the right time to talk about hay fever in Switzerland? NEUTRUM gives you a detailed, interactive map of your market’s perceptions and predicts the best context, channels and timing for reaching your target.

What does Content Marketing do for me?

  • Understand which topics are important to your target group and how they are connected
  • Discover the different camps in your market, their use cases and protagonists
  • Find the best positioning and route of argumentation
  • Predict the optimal channels and timing for them
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The true ROAs and the optimal media mix in less than a week

What happens on day 1:

  • You familiarize yourself with the system (our onboarding team is happy to help).
  • With just a few clicks, you connect your channels and systems along the funnel (e.g., Meta Ads, Google Analytics, Salesforce, reports from your media agencies) to the 100% German NEUTRUM Cloud.
  • NEUTRUM checks your data and points out any ambiguities or gaps so that you can fix them or get help from our experts in dealing with them.
  • You can optionally choose which demand and competition data available in NEUTRUM you would like to include in the evaluation.
  • You determine the categories according to which NEUTRUM should generate analyses and recommendations (e.g., by channel/by campaign; by product group/by product).
  • You determine the categories according to which NEUTRUM should generate analyses and recommendations (e.g., by channel/by campaign; by product group/by product).

What happens on day 5:

  • You familiarize yourself with the system (our onboarding team is happy to help).
  • With just a few clicks, you connect your channels and systems along the funnel (e.g., Meta Ads, Google Analytics, Salesforce, reports from your media agencies) to the 100% German NEUTRUM Cloud.
  • NEUTRUM checks your data and points out any ambiguities or gaps so that you can fix them or get help from our experts in dealing with them.
  • You can optionally choose which demand and competition data available in NEUTRUM you would like to include in the evaluation.
  • You determine the categories according to which NEUTRUM should generate analyses and recommendations (e.g., by channel/by campaign; by product group/by product).

What happens on day 1:

  • You familiarize yourself with the system (our onboarding team is happy to help).
  • With just a few clicks, you connect your channels and systems along the funnel (e.g., Meta Ads, Google Analytics, Salesforce, reports from your media agencies) to the 100% German NEUTRUM Cloud.
  • NEUTRUM checks your data and points out any ambiguities or gaps so that you can fix them or get help from our experts in dealing with them.
  • You can optionally choose which demand and competition data available in NEUTRUM you would like to include in the evaluation.
  • You determine the categories according to which NEUTRUM should generate analyses and recommendations (e.g., by channel/by campaign; by product group/by product).
  • You determine the categories according to which NEUTRUM should generate analyses and recommendations (e.g., by channel/by campaign; by product group/by product).

NEUTRUM puts you in control.

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14-day free trial

Test NEUTRUM for free with real-world demo data and 250 Credits for your own analyses

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Maximum Freedom

No mandatory subscription – maximum flexibility for your business

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Easy Credit System

Purchase and use credits for all NEUTRUM functionalities – no hidden cost, no complex contracts

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Control & Transparency

All your data & results belong to you and can be downloaded anytime. We never share them with anyone.

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100% Explainability

Our AI does not hallucinate and will always show you why it comes to a conclusion and how certain it is. 

Try it for free – with real data!

Success Stories

Galenicare x

A Fresh Injection of Energy for the Content Strategy

Identifying the truly relevant health topics from thousands of possible topics – and presenting them at the right time and in the right format to generate maximum resonance. This is what Galenica achieves with NEUTRUM.AI!
Read this Story
whiskey

Cheers to Success

Many liquors are consumed in bars, clubs and festivals. The Corona lockdown threatened the sales and by extension, the product brands. So what do you do? Lead agency Drehmoment relies on Neutrum and finds the best venues where the drinks are consumed, and the best media to keep the brand on the minds of the consumers.
Read this Story
lass uns blech reden lets talk about metal

Let’s talk about Metal

An inside look at how relevance drivers were identified and translated into sharper positioning and higher marketing efficiency.
Read this Story
NGO identifiziert Medien, Influencer und Zeiten für mehr Impact

Listening to the Youth

Aiming to give more opportunities to young people in media and politics, the foundation uses Neutrum–to be more exact, two Neutrum modules are used to determine the best media, influencers and occasions for positioning to promote generational justice.
Read this Story

Content Marketing

à la NEUTRUM – that's how we do it …

  • Persona workshops? In-depth interviews? Design thinking? Nope – we approach it completely differently: We collect all digital expressions of your target group in your desired market and desired area and analyze them with award-winning AI algorithms.
  • These algorithms are specialized in understanding contexts and networks. They show you what the field looks like in the words of the target group, what activates (mobilization) and emotionalizes (sentiment) and who plays a role in this.
  • Since “when” and “where” are also important for your content strategy, our solutions show you for each topic and each camp in which media and at which times you can best publish your content.
  • Because we use behavioral data that has already been accumulated, our solutions lead to results much faster than traditional market research – and we can also look far into the past.
  • Our AI is not all pre-trained on some generic datasets (like Wikipedia) but gathers data for your specific questions and your specific products & markets in real-time, learning from it to deliver you concrete, hallucination-free answers to your business questions. Therefore, it may take some seconds, minutes or even days – but it gives you explainable facts, predictions & recommendations you can truly rely on.
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Testimonials

Here’s what people say about us.

The TOPIC NAVIGATOR allows us to identify sweet spots for our customer to better position them.

Christoph Rieckmann, Managing Director Drehmoment

Data is always better than guessing – and the near-real-time view gives us a different ability to act than pure surveys. With the continuous input from HASE & IGEL, we have made our communication process much more powerful.

Kerstin Treichel, Managing Director AIKA

Taking into account all of the digital behaviour of our target audiences and our competitors gives us most more precision and certainty than classical market research. An amazing basis for laser-focused strategies.

Jan Janssen, CEO, Enormedia

World class service that brought us to a new level in the area of marketing!

Raphael Opilski, Advisory Board Member, ISOTEC

Frequently
Asked
Questions

  • Why shouldn’t I just take a classic approach? Interviews, persona workshops, etc.?

    Hey – we have nothing at all against interviews and persona workshops. They absolutely have their strengths. But they also have considerable weaknesses: When you interview people, you already ask them the questions and possibly even put words in their mouths. You’re already giving them your view of things. And you don’t necessarily get honest answers. The same goes for persona workshops or customer focus groups – these are rather artificial situations that are strongly influenced by how you ask the questions and define the problems. Our solutions, on the other hand, don’t ask questions and hypothesize to anyone at all – they observe how your target groups naturally behave and express themselves in their own words, and from that they show what moves them and in what context. With our solutions you get a real outside view, undistorted and 100% authentic. Which, by the way, is a great starting point for developing personas based on the results of the identified 70 themes and contexts, or for conducting in-depth interviews to find out why a certain camp in the market sees things the way they do.

  • Don’t you just do media response analyses here? That’s been around for a long time.

    Far from it. Media resonance analyses examine who is writing something about you or a topic you have predefined, where and perhaps whether this is positive and mobilizes others. Our solutions for your Positioning and Content Strategy, on the other hand, show you the individual topics, aspects and contexts from the perspective of your audience – what  is being talked about, how, by whom, in what context and on what occasion? Which camp reacts to what kind of argumentation? In this way, you not only count reach and likes, but also recognize the actual drivers of relevance.

  • Are analyses for Positioning and Content Strategy a consulting project for you or can I do them myself with your tools?

    You can definitely do it yourself with our tools – that’s what they’re there for 🙂
    But the right tool selection, the right combination and the optimal setup depend on what you want to find out about which market. We will find out together in a free initial consultation.
    Then you can decide for yourself whether we only provide you with the tools and you start the analyses yourself (Software as a Service), or whether we collect the data for you with the tools and hand them over to you with the results (Data as a Service).
    Of course you can also get inspired by the case studies on this page and directly order the tools you are most interested in – we do not impose our consulting on you 🙂

  • How much does a positioning analysis or a basis for my content strategy cost?

    Oh dear, there it is – the question of all questions. And you already guessed the answer: It depends. It’s a stupid answer, we know. But that’s the way it is. Basically, anything from a medium four-digit to a medium five-digit number can be entered there. The drivers for costs are:

    • How many different “arenas” (e.g. topic areas, product areas, markets, target groups) do you want to investigate? 

    • How many languages should be considered?

    • How deep do you want to zoom in? Do you “only” want to understand which topics and arguments you should focus on, or do you want to extract the perfect advertising slogan from the AI as a result?

    • Do you operate the tools yourself, or should we do it for you and upload the results directly?

    These are the questions we will clarify with you in a free initial consultation. Arrange it now!

NEUTRUM

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About Neutrum

Content Marketing
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