Rafael Czeszejko

My main strengths are my curiosity and ability to learn new things about business and human behavior. I perform quantitative and qualitative research and analysis. My passion lies in market research, behavioral insights, and evidence-driven strategy.

I have professional experience from working with insights at Kantar. I have a M.Sc. degree in Business & Management from Uppsala University and a M.Sc. degree in Marketing from Stockholm Business School.

Purpose is what defines the core of the company and helps drive preference for the brand. It’s part of the tapestry of impressions, beliefs, associations, and experiences that gives your brand advantage in response to a need or an occasion.

It’s both when it comes to shaping intuitive first choice preference, and when conscious thinking confirms and strengthens that preference. If your brand purpose is irrelevant to the underlying motivators of choice within those needs or occasions, it won’t affect a choice for the brand.

Dyson – for its purpose-driven, continuous ability to reinvent home appliances by providing superior design, customer experience and product performance.

Lego – for its ability to develop upon its brand purpose, transform its offering and remain relevant for customers ever since 1932.

SpaceX! Not only because of the space travel, but mainly because it’s a great reminder that companies can pursue and achieve ambitious long-term goals.