Hero, Caregiver or Ruler? Identifying NATO’s true archetype

Doing the groceries: in a context of inflation, how do consumers make their trade-offs between brands and private labels?

Developing an anti-system food brand

A.I. revealing the competitors discourse!

A novel, intuitive and playful methodology: Using pantomime to assess brand claims

How professional actors help naïve consumers embody their inner pictures

Market cartography – ‘Free sorting in qualitative market research’

Yellow bin – ‘What is really consumed?’