Generating reliable insights for a communication development

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.

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...