Catarina Fonseca

Catarina Fonseca, 29, is currently finishing her Master’s degree in Marketing at the Faculty of Economics of University of Porto, in Portugal.

During the first year of her programme, Catarina became interested in further exploring digital marketing research methods and decided to investigate the options available nowadays to researchers as well as its main advantages and limitations. While studying conjoint analysis, Catarina realized the great value of this technique in the marketing field and, due to her interest in digital methods, she is now comparing two adaptive conjoint analysis methods: ACA and ACBC. In order to do so, she will elaborate two surveys (one ACA and one ACBC) with the same product attributes and levels and collect answers to both using the same sample.

Her investigation is supervised by Prof. Pedro Campos (University of Porto) and Prof. Manuela Maia (Catholic University of Porto).

After finishing her Bachelor in Journalism in 2009 at the University of Coimbra and having done her Erasmus programme at the University of Ljubljana in Slovenia, Catarina started her professional career in that same year as a journalist at the Portuguese daily newspaper Diário de Notícias. Three years later, she moved to Brussels, where she spent five months as a trainee at the European Commission. Back to Portugal, she enrolled at her current Master and started working as a Marketing Manager at her current company, Jerónimo Martins Group, the 56th biggest retailer in the world (2018 Top 250 Global Powers of Retailing, Deloitte).