Talking Insights
Researchers work every day to understand the changing landscape around them - but what deeper insights can we find through their work that can help shape our future? Join ESOMAR on a journey of discovery, as we bring together guests from around the globe to explore the biggest questions of today, diving deeper into the challenges that face our society, and uncover new insights about the world around us.
Talking Insights
The Role of Anonymity in Market Research
This week, we try to find the truth on Talking Insights!
Andrea Micolta López and Valentina Acevedo Marulanda from Postobón, Colombia discuss the Say-Do gap in consumer behaviour, emphasizing the importance of understanding what consumers actually do versus what they say.
They share insights on how their app collects real-time data on beverage consumption, the significance of anonymity in research, and the need for brands to connect with consumer passions. The discussion also highlights the cultural nuances in market research, the role of technology in gathering insights, and the balance between technological tools and human understanding in effective marketing strategies.
One of the key insights from this conversation is that cultural context is crucial for effective market research, which is really in line with the recent episodes.
Thank you Andrea & Valentina!
#ESOMAR #ESOMARInnovation24 #MarketResearch #MRX #Innovation #Storytelling Say-Do gap, consumer behaviour, brand strategy, market research, technology in marketing, cultural insights, consumer passions, anonymity in research, consumer insights, brand connection
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