Generating reliable insights for a communication development

Pablo González Vicente, Pablo Sánchez Kohn, Gastón Suárez Crothers and Maite Descouvieres Vargas

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry.

Econometric modelling
Behavioural research
Qualitative theories & methods
Strategy

Generating reliable insights for a communication development

Pablo González Vicente and Pablo Sánchez KohnCimagroup, Chile

Gastón Suárez Crothers and Maite Descouvieres VargasBancoEstado, Chile

IS IT POSSIBLE TO KNOW WHAT CONSUMERS REALLY...

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