The task of understanding people through their purchasing decisions is very complex. Human beings possess a complexity that both fascinates and challenges researchers who dare to delve into our behavior. Within Market Research there are two major approaches to fulfill this mission: the quantitative and qualitative ones. In other entries in this blog we have expanded some data and information… Leer más →
We live in an increasingly interconnected and fast world. A few decades ago, innovations took a few years to spread throughout the world. Do you remember the premieres of the highest-grossing movies? Before they were not released all over the world at the same time and we had to wait for it to arrive in theaters in our city with… Leer más →
Within Market Research there are countless techniques and tools that allow us to deepen our knowledge of people’s decision-making motives. Each of these alternatives serves to cover specific objectives and therefore their choice at a given moment must be made carefully to avoid redoing phases. Within the techniques that can be included in both the quantitative and qualitative analysis approach,… Leer más →
Human behavior is highly complex. Even today there are great enigmas about how our reasoning works. It is fascinating to understand that a biological organ like our brain is still a powerful natural computer that is capable of making modern supercomputers look like mere attempts to emulate bilogy. Within this dichotomy we also find the capacities of our mind to… Leer más →
Market research has made great advances in recent years thanks to new technologies. Projects that previously required large resources, field staff and printed material are now executed with online panels and virtual questionnaires. Quantitative methodology is the main beneficiary of these advances since many processes can be automated. However, its qualitative counterpart still faces great challenges when it comes to… Leer más →
Market research faces a challenge that it shares with the social sciences: it is a discipline in which subjects study subjects. Human beings as subjects of study in the social sciences are very difficult. Our being is made up of a multitude of dimensions and elements that make the task of understanding ourselves very complex. No wonder there are numerous… Leer más →
Nothing in life is immutable. Even brands with a long history have faced, at some point, a transformation in their name or identity. These changes are not an easy challenge to tackle. There are many elements to take into account for a successful brand transformation and not the prelude to downfall and oblivion. When well executed, rebranding campaigns manage to… Leer más →
