Interview with Behavix new Strategic Advisor Joaquim Bretcha, based in Barcelona, Spain.
Interview Summary: Joaquim Bretcha and the Future of Market Research
In this interview, Joaquim Bretcha reflects on the major transformations that have shaped the market research industry, from the rise of digital platforms and automation to the impact of COVID-19 and, more recently, the emergence of Generative AI.
A central theme is the growing importance of behavioral data. While surveys remain valuable for understanding motivations, Bretcha argues that observing real consumer behavior provides a more accurate picture of decision-making and helps bridge the gap between what people say and what they actually do.
He also emphasizes that trust, privacy, and transparency are essential for maintaining data quality and participant engagement. Drawing on his experience at Netquest and ESOMAR, he highlights the need for ethical data practices and clear consumer consent.
Looking ahead, Bretcha sees AI as a powerful tool for enhancing research capabilities, but stresses that its value depends on access to high-quality, real human data. In his view, the increasing use of synthetic data makes reliable behavioral data more important than ever.
This vision is one of the reasons he joined Behavix, whose technology combines advanced behavioral measurement with a strong commitment to privacy, transparency, and consumer trust.
