Small is beautiful...and insightful too! (Spanish)

Date of publication: June 15, 2017


In a world of ever growing changeability affecting societies' decision making, the ability to monitor behavior is becoming of increasingly necessary. When we are able to collect and monitor behaviors as near as possible to the state of events, the likelihood of reflecting population's current thinking, feeling and acting, increases. There are recent experiences where last week's opinions did not reflect in this weeks' behavior. When surveying large populations with very short surveys, findings tend to reflect both the behavior of the general population and those of niches. This paper shares several experiences across different consumer and societal issues, whereby short interviews across large populations provide a wealth of strategic findings without necessarily asking many questions.

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