Lou doesn't just answer questions about your brand data – it acts on them. Here's what that means for your team.

What is Lou?

Lou is HarrisQuest's native AI analyst. It lives inside the platform, has full access to your brand data and saved analyses, and gets to work the moment you ask.

"I needed year-over-year Brand Equity across the US and Mexico. That's normally a team effort. With Lou, I built it myself in minutes."

You can speak to it or type a question. Lou builds the segment, renders the chart, applies the filters, and surfaces the insight – usually in under 10 seconds.

No briefing. No setup. No waiting.

Named for a reason

"Lou delivers expert-grade insights at scale and extends trusted intelligence to every corner of the organization"

Lou is named after Louis Harris, the founder of The Harris Poll. The Harris Poll has tracked public opinion and brand health since 1956.

That lineage matters. Every insight Lou surfaces is grounded in 70 years of proven research methodology. No hallucinated calculations. No invented causality. When the data doesn't support a conclusion, Lou says so.

As John Gerzema, CEO of The Harris Poll, puts it: Lou "delivers expert-grade insights at scale and extends trusted intelligence to every corner of the organization".

What Lou can do

Lou is built to act, not just summarize. Here's what it handles directly inside HarrisQuest:

• Build custom audience segments: By generation, geography, political ideology, income, DMA, or any combination. No data team required.

• Run time-over-time comparisons: Ask about "the two weeks after our Super Bowl campaign" or "Gen Z sentiment six months ago versus today." Lou pulls the data without manual date configuration.

• Diagnose funnel and competitive performance: Lou shows you where the funnel is breaking and how your brand stacks up competitively.

• Generate boardroom-ready outputs: Live data, formatted for the C-suite brief or the analyst deep-dive, savable to a permanent URL.

• Surface insights on what's shifting: Ask what's driving changes in brand equity or consideration, and Lou tells you where to look first.

Built into the measurement system – not bolted on

Most AI tools sit on top of dashboards. Lou works inside the measurement system itself.

HarrisQuest stores everything your team has already built: segments, saved views, historical cuts, prior analyses. Lou works from all of it from day one. A new analyst joining the platform immediately has an AI that already knows the team's work.

"We didn't add AI to a dashboard," says Jonathan Gardner, CEO of HarrisQuest. "We put an analyst inside a measurement system."

Brand intelligence for everyone

Lou extends the power of always-on brand intelligence beyond the data team. Brand managers, communications leaders, and executives can now dig into what's driving performance without needing to be data specialists.

One Brand Marketing Manager at a major international sports federation described the difference: "I needed year-over-year Brand Equity across the US and Mexico. That's normally a team effort. With Lou, I built it myself in minutes."

Ready to meet Lou?

Lou is available now inside HarrisQuest, the brand tracking platform that measures equity, awareness, trust, and consideration across 24 global markets and growing.

Explore HarrisQuest and Lou for yourself.

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