Marina Zrile and Jelena Jakšić Matovina received their master's degrees in sociology at the Faculty of Philosophy in Zagreb in 2011. After that, they began their careers in market research and honed their skills in different business sectors, including FMCG, media, telecommunications, OTC and public opinion. During the past 12 years at Ipsos, they have gained rich experience in market research. They currently work in the positions of Research and Sales manager and lead the BRANDpuls project, a regional survey of consumer habits and lifestyles, which provides answers to questions about demographics, attitudes, media use, shopping habits, eating habits and consumption of different brands in Croatia and the Balkans region since 2007. Their professional and personal journey has taken them to various parts of the world where they have experienced different cultures and gastronomy, which inspired their love for food and travel. It is this love that motivates them to focus on researching consumer habits and trends in the food industry, further connecting them to culture and customs. Through their research, they discover not only trends in eating habits, but also generational differences in food choices.
