The Delphi method is a qualitative, medium-term forecasting technique that involves consulting a group of experts to reach a consensus. This iterative process requires each expert to review the opinions of the others, express their own, and then contribute to building a shared opinion that reflects all viewpoints. This method is recognized for its effectiveness in medium-term forecasting, often surpassing other approaches. It is also effective in analyzing purchasing behavior, particularly for identifying selection criteria and evaluating brand image.