PAMETNA HRVATSKA Mario Mucalo

Guest Mario MucaloHosted by Boris ŽivkovićMay 3, 2026

Mario Mucalo

About this episode

What you'll hear in this conversation

What if you could get deep customer insights, not in weeks, but in a mere 48 hours? That's the promise Mario Mucalo and his team at Picator deliver, challenging the slow pace of traditional market research. Picator, or 'Piketor' as it's often pronounced for international audiences, is a platform designed for fast, agile consumer surveys, from defining the problem to delivering a comprehensive report. Mario explains how they work with clients to craft precise questionnaires, then tap into vast online panels to gather data from representative samples, all processed and presented through an intuitive digital interface. The real power, he suggests, isn't just speed, but the ability to drill down into raw data, uncovering unexpected patterns and solving problems clients didn't even know they had. This conversation with Mario Mucalo offers a clear look at how technology can disrupt established industries, providing not just faster answers, but a fundamentally different way for businesses to understand their customers.

Insights from the conversation

What to take from this episode

The entire process, from defining a client's problem and survey questions to delivering a final report with conclusions, can be completed within 48 hours. This speed challenges traditional market research, which often operates on weeks-long timelines, by using digital panels and automation for rapid insights.

Clients don't just receive a single report; they get access to all raw data through the platform and can filter it themselves—seeing what men in urban areas said, or women over forty, or which second image people liked most. The real value lies in this self-service drill-down capability, allowing users to uncover unexpected correlations and tailor insights to specific segments.

One Picator client, initially researching their call center, used the platform's filtering options to unexpectedly uncover a GDPR training problem among new employees in a specific region. Providing raw, filterable data empowers clients to diagnose issues they weren't initially looking for, turning a targeted survey into a broader diagnostic tool for the business.

Often, people know they have a problem and want to conduct research but don't know how to best formulate questions to get unbiased answers, or which question types suit which topic. Picator's research team steps in there, ensuring the right questions are asked to prevent biased responses and yield truly actionable insights.

Picator's target market has proven to be brands and FMCG companies, having worked with top Croatian firms like DM, Kaufland, and Zagrebačka banka. Success in these fast-moving consumer goods sectors, which demand frequent research for design, branding, and tracking, indicates a clear niche that the company is now testing for international scalability.

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