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Azulay&Co is a research and strategy firm. We study how consumers make decisions, and we build growth strategy for leadership teams on data, research and business models that create real market disruption.
About
Moti Azulay
Consumer Behavior & Digital Markets Researcher
The College of Management Academic Studies · Scale Strategist · Founder, Azulay&Co
I work with senior leadership teams on two questions that go together: how to create market disruption, and how to reach the next stage of growth without guessing.
The foundation is research. I study the science of disruption: why consumers switch to new brands, and how trust shapes the decisions of consumers and organizations in digital markets.
The Trust Coefficient
Trust is not a feeling. It is a measurable mechanism.
In my doctoral research I examined how content on business Facebook pages affects purchase intention, and what role trust plays along the way.
What it means for a business: organic content moves purchase intention only when it builds trust. Technology and budget alone are not a strategy, and this research puts a number on that.
Survey of 998 consumers, mostly in Israel; the mediation model ran on 921 respondents. Correlational study. An independent meta-analysis found the same structure (Barari, Eisend & Jain, JAMS 2025). Source: doctoral thesis, Universidade Europeia, 2026.
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What leadership teams, CEOs, founders and investors really do with money, decisions and strategy. Two stories every week, in Hebrew.
On stage
The Science of Disruption
How the Trust Coefficient works when service moves to AI: why customers switch to a competitor before service ever fails, where AI builds trust and where it burns it, and one question to ask before every AI investment.
In the media
Selected coverage in Israel's leading outlets. The articles are in Hebrew.
Globes · Profile · 05.03.2022 "The boy who didn't speak until first grade and became a CEO and mentor" Read in Globes- Makor RishonOp-ed14.10.2026The gap between the poll and the ballot box, and the three biases that sit between themRead
- ynetCommentary19.10.2026The state's price basket ended, and supermarket prices jumpedRead
- CalcalistArticle08.10.2026Global wheat prices fell 11%, and bread on the shelf didn't move: where did the savings go?Read
- Kan 11TV06.10.2026Interview: the ASOS breach, the scams expected in November, and how to check whether a deal is realWatch
- Israel HayomInterview23.09.2026Meta's experiment: Facebook isn't closing the door on businesses, it's installing a toll boothRead
- MaarivCommentary02.09.2026The board game that doubled its sales in Israel's big toy storesRead
- makoCommentary22.03.2026The bunker economy: how shopping habits changed during the warRead
Not ready to talk? Read the weekly column
"Two Business Stories a Week": what leadership teams, founders and investors really do with money, decisions and strategy. Published every Saturday on LinkedIn, in Hebrew. The two latest issues:
McDonald's is looking for someone to run 225 branches. What do the Wiz founders have that it doesn't?
Read the column (Hebrew)
A third of the shares, 26 years, and out: the Hatzi Hinam lesson on what you can't inherit in a business
Read the column (Hebrew)
What leadership teams, CEOs, founders and investors really do with money, decisions and strategy. Two stories every week, in Hebrew.