Delving deeper into consumer needs requires clarity about objectives and the resources available to accomplish the task. With this in mind, it’s also worth remembering that there are a multitude of mechanisms for approaching the aforementioned task. Choosing between them can be easier when you keep in mind the scope of each alternative. In recent…

Planning a market research project includes different aspects that we sometimes fail to notice. Throughout history, fieldwork has become increasingly sophisticated. In the beginning, it was enough to assemble a team of people with tables and printed questionnaires to go out into the street and approach people. However, nowadays this task involves new functions and…

Out there, there are a multitude of businesses of all sizes seeking people’s attention and loyalty. One way in which product and service differentiation was achieved in the past was the very idea of a brand. A distinctive symbol in the form of a drawing or sign helped manufacturers and producers distinguish themselves from a…