Master Subscription FAQ

Most of the time our clients come to us with an initial idea for a measurement (e.g., Brand Growth Scale).

We build this idea out into a framework through four workshops. This framework includes:

• 3 Factors (i.e., Business Growth, Consumer Growth, Cultural Growth),
• Each factor has two facets (i.e., "Consumer Growth" might have the two facets: "Need Growth" and "Word of Mouth")

The idea and name of your scale (e.g., "Brand Growth Scale) is NOT owned by inkblot. 

This is the actual ~18-item survey that is used to measure the idea (e.g., the survey items that measure Brand Growth).

• Inkblot owns the survey items that compose the measurement.
• This is primarily to avoid any kind of dispute between Inkblot and clients, or between two inkblot clients. Let me explain: 
• To make our client tools as powerful as possible, we have databases of survey questions that we have used across a number of brands and categories. From time to time, we might take survey questions that have historically performed exceptionally well and include it in a client measurement to improve the power of the client measurement.
• This might mean that one or two of the survey questions originally used by inkblot, could end up in the measurements of two different clients.
• To avoid the clients suing each other or Inkblot, we claim ownership of the measurements in full.
• To be clear, if you woke up tomorrow and said "I want to use a new vendor", you could go commission a new measurement of your idea (e.g., Brand Growth Scale) with someone else. It just couldn't be similar to the current measurement we provide. 

• You own all rights to the data. HOWEVER, Inkblot also has a right to use the data. We often remove any association with the client (i.e., you) and use it de-identified. 
  • Generally speaking, Inkblot uses this data to improve our algorithms, which everyone benefits from. You benefit from algorithms trained on other clients' data, just as they benefit from algorithms trained on your de-identified data.

This is the underlying formulas used to power the Platform's AI. For example, the formulas used (1) to calculate the Ex-Score and (2) to predict business outcomes (e.g., "brand buzz") by using the Ex-Score

Inkblot owns the algorithms that power the platform's AI. These algorithms are trained across all of Inkblot's data, and used as a base algorithm in all client instances. They are then trained to work specifically for the client's framework (e.g., Brand Growth) and measurement (e.g., the Brand Growth Scale) using the client's data.

This is the Measuring Minds platform that we white label and customize to host a client's framework and measurements. 

• Inkblot owns the Measuring Minds Product. This is licensed to you to use.
• If you were to suggest we develop a new feature (e.g., emotion identification from facial expressions) we have a right to use that idea, and own that addition to the platform.
• To be clear, if you woke up tomorrow and said "I want to use a new vendor", you could go white label someone else's platform for the EX-Score. You just couldn't have them build features similar to the current platform.
• Additionally, if you woke up tomorrow and wanted to build your own EX-Score platform, you could. It just couldn't have features similar to Inkblot's platform.