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Research papers

Mapping the Emotional Landscape

Learn how to leverage the power of emotions to connect with consumers more deeplyHow do customers react emotionally to your product content, prices and products? And how do those responses impact their choices?Emotions are the hidden catalysts...

Catalogue: Latin America 2024
Author: Jorge Quesada
Company: SKIM
April 24, 2024
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Citation

Quesada, J. (2024a, April 24). Mapping the Emotional Landscape. ANA - ESOMAR. Retrieved October 11, 2025, from


https://ana.esomar.org/documents/mapping-the-emotional-landscape


Research papers

The Perfect Pair

What would you do if you had a short deadline to execute a new global product launch in Latin America? Do you think you would have enough time and accuracy to deeply understand people while addressing business needs? Some people say the perfect...

Catalogue: Latin America 2024
Authors: Magdalena Garcia Grisanti, Diego Alarcon
Company: The Coca-Cola Company
April 24, 2024
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Citation

Garcia Grisanti and Alarcon (2024a, April 24). The Perfect Pair. ANA - ESOMAR. Retrieved October 11, 2025, from


https://ana.esomar.org/documents/the-perfect-pair


Research papers

In Dubious Battle

Telecom, the most important telecommunications holding in Argentina, approached us with a clear need. They wanted to launch, in the shortest possible time, a new feature for its virtual wallet (Personal Pay) addressed specifically to a target they...

Catalogue: Latin America 2024
Author: Carolina Perrot
Company: UUEVO
April 24, 2024
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Citation

Perrot, C. (2024a, April 24). In Dubious Battle. ANA - ESOMAR. Retrieved October 11, 2025, from


https://ana.esomar.org/documents/in-dubious-battle


Research papers

Inspiring Conscious Consumption

The invitation: Let's talk about possibilismIn this era of ecological fragility and social transformation, the marketing arena is on the cusp of a paradigm shift. "Promoting Sustainable Lifestyles in Colombia through Shopping" is not just a title; it...

Catalogue: Latin America 2024
Authors: Lucas Lopez Lince, Juan David Giraldo Ruiz
Companies: IPSOS, Grupo Exito
April 24, 2024
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Citation

Lopez Lince and Giraldo Ruiz (2024a, April 24). Inspiring Conscious Consumption. ANA - ESOMAR. Retrieved October 11, 2025, from


https://ana.esomar.org/documents/inspiring-conscious-consumption


Research papers

An Uncomfortable Chat: Mental Health, LGBTIQ+ and Market Research

In this paper, we will share the findings from a study developed in 10 countries in the LATAM region, using qualitative and quantitative techniques that have allowed us to identify key actions to contribute to the Latin American social agenda. Mental...

Catalogue: Latin America 2024
Authors: Catalina Nino Penuela, Evelyn Juarez Sotomayor
Companies: Datum Internacional, OMG Peru
April 24, 2024
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Citation

Nino Penuela and Sotomayor (2024a, April 24). An Uncomfortable Chat: Mental Health, LGBTIQ+ and Market Research. ANA - ESOMAR. Retrieved October 11, 2025, from


https://ana.esomar.org/documents/an-uncomfortable-chat-mental-health-lgbtiq-and-market-research


Research papers

What Do Women Think?

While most companies implement HR and CX policies that try to fix gender inequality, non-written corporate/organisational cultures often operate as a barrier slowing down or even hurting the equality-goal. Brands on the other hand seem to be making a...

Catalogue: Latin America 2024
Authors: Adrian Kohan, Olga Bocanegra
Companies: Natura & Co (Avon), Gentedemente
April 24, 2024
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Citation

Kohan and Bocanegra (2024a, April 24). What Do Women Think? . ANA - ESOMAR. Retrieved October 11, 2025, from


https://ana.esomar.org/documents/what-do-women-think-


Research papers

The Era of Pet Humanisation

In a recent study carried out by WIN in 8 countries in Latin America + Canada, we found that 87% of people attribute importance to their relationships with other people. Not far behind, 80% declare that they consider their relationships with animals...

Catalogue: Latin America 2024
Author: Constanza Cilley
Company: Voices Consultancy
April 24, 2024
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Citation

Cilley, C. (2024a, April 24). The Era of Pet Humanisation . ANA - ESOMAR. Retrieved October 11, 2025, from


https://ana.esomar.org/documents/the-era-of-pet-humanisation-


Research papers

Workplace Productivity

In an era marked by rapidly evolving customer expectations, the landscape of workplace productivity is undergoing a profound transformation. Gone are the days when productivity was merely a measure of efficiency and output. Today, it encompasses a...

Catalogue: Latin America 2024
Author: Monica Lemoine
Company: CNC-ViaCiencia
April 24, 2024
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Citation

Lemoine, M. (2024a, April 24). Workplace Productivity. ANA - ESOMAR. Retrieved October 11, 2025, from


https://ana.esomar.org/documents/workplace-productivity


Research papers

Editorial

Over the past 25 years, I have witnessed the radical transformation of an industry that has thrived thanks to the synergy between technology and data analysis. I fondly recall the hours I spent processing tables in SPSS, building presentations in...

Catalogue: Latin America 2024
Author: Pedro Fernandez Ayala
Company: AB InBev
April 24, 2024
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Citation

Fernandez Ayala, P. (2024a, April 24). Editorial. ANA - ESOMAR. Retrieved October 11, 2025, from


https://ana.esomar.org/documents/editorial-12364