In Venezuela�s uniquely complex market and economic environment, Empresas Polar adapted choice-based studies to generate fast, cost-effective insights under extreme volatility. By developing in-house capabilities, the team refined segmentation, tracked price sensitivity, forecasted sales and informed pack-size, pricing, and innovation strategies. Attendees will learn how abandoning traditional paradigms and tailoring conjoint designs to local constraints yielded actionable results. The case provides replicable lessons for organizations navigating unstable markets, offering practical guidance for agile, resilient research.