Who’s behind it

Benedict Talplacido has spent over 15 years in brand strategy and development. Again and again he saw the same gap: companies measuring how customers felt about them, and missing what customers actually did.

In October 2025 he started researching that gap on his own: where NPS and survey-led brand work fall short, and what customer behavior shows instead. The first result was a book, The Real Brand. He set it aside: a book explains a problem, but it doesn’t help a team test its own beliefs.

So he turned it into a method people can use. The Market Verdict is now in its first pilot, built by Alchemic Graph, Benedict’s company.