Design doesn't end at checkout: Post-purchase as brand evidence

by dev@gerundio.com.mx | March 4, 2026 | Our ideas, Research and Strategy

Design doesn't end at checkout: Post-sale as brand evidence In the design of complex systems, there is a critical blind spot: the belief that design is a tool for visual seduction for closing a transaction. For us at...

Why an NPS of 90 can mask fragility in brand loyalty

by dev@gerundio.com.mx | March 4, 2026 | Our ideas, Research and Strategy

Why an NPS of 90 Might Be Hiding Fragility in Your Customer Loyalty By Elena Benitez, CEO & Founder of Gerundio. There’s an old tale in marketing departments that says a satisfied customer is a loyal customer. In the...

Empathy: An Unexpected Tool for Objective Research

by dev@gerundio.com.mx | September 23, 2025 | Our ideas, Research and Strategy

Empathy: An Unexpected Tool for Objective Research In the world of research, it's common to understand from opposite polarities. Good or bad, quantitative or qualitative, rational or emotional, subjective or objective. In this context, how can...

More pencil, less prompts: Now it's humans' turn

by dev@gerundio.com.mx | August 20, 2025 | Our ideas, Innovation, Research and Strategy

More pencil, less prompts: Now it's the humans“ turn ”I painted this bottle; a machine didn't." That was (literally or emotionally) the mood at a recent Brightland event, where the brand invited people to customize their own bottles of oil...

Invisible but forceful: when “anti-campaigns” say more than a campaign

by dev@gerundio.com.mx | August 20, 2025 | Our ideas, Innovation

Invisible yet powerful: when an “anti-campaign” says more than a campaign. There are advertising campaigns that speak to you directly. Others that shout at you. And there are others that speak more softly, but somehow force you to turn your head. That's what Checkout.com did: a B2B brand...