1. Is Rapaille’s code system a short-cut code to under­standing the complexities in culture and a way to make market research easier? Or is it a superficial hoax sold by a charlatan? 

2. As a manager, would you hire ClotaireRapaille or his company to assist you in assessing and interpreting international market opportunities?

This French market research guru and “code-breaker” operates from upstate New York and provides businesses with psychological insight into various markets. These insights for a “code” that will help markers better understand the market. Such archetypes capture essential, deep attitudes and values that motivate or inform buying decisions. Rapaille claims 50 of the Fortune 100 firms as clients.