The Consumer & B2B department has been the heart of the activity of the company since its foundation.

While the competitiveness has changed as well as markets increased their complexity, Pragma has consequently changed its working methodologies.

CATI and CAPI technique were added to the traditional paper and pencil tools.

But most of all, Pragma has continously changed its vision of marketing research.

Now, the main object of the research is not the product, but rather the consumer, with his/her needs and expectations.

It is no longer the promotion, but rather communication, in the broad sense.

It is no longer, or at least not only, the price but rather the cost to satisfy the needs.

The object of the research is no longer, or at least not only, the distribution but rather the convenience of purchase.