Understanding consumers in context
Amorepacific’s Global CMI team sought cultural and decision-making context beyond desk research.
Trends and individual reasons together
Proby provided quantitative data alongside preference reasons and intensity. Dashboard cross-analysis reduced analytical effort.
Connecting evidence to decisions
Clear hypotheses helped the team apply findings to decisions. A Proby PM supported study design; the researcher had not tried the study builder.
Choosing the right research purpose
The researcher recommended market sensing and concept or campaign evaluation, while seeing less fit for early hypothesis generation and screening many concepts.