Changes in the markets over the last few years, with an ever growing fragmentation in advertising media and new dynamics among consumers, have altered the way in which these consumers receive and process information.

In addition to this, competition has become much tougher between brands resulting in a paradigm shift in which traditional modelling techniques based on statistics and econometrics are no longer effective.

Now more than ever, marketers need to count on cutting edge, more sophisticated and flexible tools which enable them to capture the complex nature of the basic decision unit: the consumer.

In this paper will guide you through the phases we go through at Zio to create a Virtual Market, and we introduce you to the deliverables generated throughout the process