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Mark Zuckerberg: Example of the new consumer or a cheapskate?

I read in various media the controversy over the palpable reality that Mark Zuckerberg has “only” spent 4.8 million euros on his new house, when his company is valued at more than 100 billion dollars. Some even point to questioning whether our...

A fable: “The genie in the lamp does not exist, stupid”

This is a somewhat schizophrenic story about a market research consultant who wanted to know the deepest secrets of the consumer, with which to succeed in the world of marketing and business strategy, as he would become the God of...

Learning to discover insights

Nowadays we find that the market saturates us with thousands of products and we often wonder what are the motivations that lead us to choose a product or a brand. The truth is that if we ask ourselves this question we will most likely give answers...

One step beyond Conjoint: Menu Based Conjoint

One of the most widely used market research tools to determine consumer preferences and purchasing attitudes is “Conjoint Analysis”. Since its first development more than 40 years ago, Conjoint techniques have evolved...
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