Conducting market research involves many tasks. A protocol is designed based on the knowledge needs of the clients or brands, the available resources, and the target population. Regardless of the above, one principle underlies most techniques and methodologies: the process of obtaining data and information from the people we are interested in. This may seem…

Conducting studies to understand people and brands is a formidable task that demands significant technical and qualitative expertise. If we look at research in the purely scientific field, we see an environment where values ​​that fall outside the norm or average can indicate calibration errors in the instruments used to record measurements or, in extreme…

Competing in the market can sometimes be an overwhelming challenge. It requires controlling a tremendous number of variables, some of which are beyond the brand’s control. Among the factors that most determine a company’s success is the consumer. As individuals, we are affected by countless circumstances that influence our behavior from one day to the…