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 connectionSend us Fan Mail-----------------------------------------------------------------------------------------------Talking Insights is a Research World and Esomar production. Hosted by Antonio AlmeidaMusic by FreeMusicForVideo from PixabayGraphics by Brandon Heim-----------------------------------------------------------------------------------------------If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.-----------------------------------------------------------------------------------------------Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a• Follow us on LinkedIn - http://bit.ly/2DrifcgEsomar 2025