Resources Library by ANA

A look to the global crisis in Latin America

The result of traditional research, ethnographic observation and neuro-marketing approaches, this presentation is based on a profound understanding of the Mexican experience in crises (beyond the economic crisis), parting from the theoretical...

Catalogue: Latin America 2010: The Innovation Journey

Authors: Alicia Martín del Campo, Gloria Hidalgo

Company: Qualimerc S.C.

May 21, 2010

Forecasting a market in a chaotic environment

The effectiveness of three commonly used methodologies for market size estimation, as well as their accuracy in explaining the future behavior of the automobile market in Ecuador, is addressed in this presentation. These methodologies are Delphi...

Catalogue: Latin America 2010: The Innovation Journey

Authors: Esteban Vega, Bernardo Creamer

May 21, 2010

Webnography: A new market survey technique

Market research has a new vast territory to explore: cyberspace. All kinds of people from around the world converge in this so-called cyberspace, where time and space acquire new dimensions and all kinds of topics can be addressed. The network is a...

Catalogue: Latin America 2010: The Innovation Journey

Authors: Manuel Barberena, Maria Elena León

Company: Pearson S.A. de C.V.

May 21, 2010

Latin eye tracking

The case describes the application of the Eye Tracking neurophysiologic technology in the advertising evaluation of Aceite Z with Super Fry, product of the multinational Team Foods. The television commercial created to halt the product's drop in...

Catalogue: Latin America 2010: The Innovation Journey

Authors: Carolina Mejía Posada, Catalina Mejia Rozo

Company: YanHaas S.A.

May 21, 2010

Looking for Eric

A method to optimally define hub consumers in a social network is addressed in this presentation. These are the leaders that will enable a company to effectively address marketing campaigns on a social network and those who will provide online ways...

Catalogue: Latin America 2010: The Innovation Journey

Authors: Luiz Sá Lucas, Ricardo Lopes, Leonardo Soares

Company: IBOPE Inteligencia

May 21, 2010

Seizing opportunities inside the crisis

Crisis can be a source of opportunity, and this presentation shares a relevant case where courage and vision were utilized to make critical decisions at the right moment. Argentina went through its worst economic crisis during 2001-2002. In that...

Catalogue: Latin America 2010: The Innovation Journey

Authors: Monica Kleiman, Cecilia Iglesias

Company: GfK

May 21, 2010

We are alive, we are still a target!

This presentation is based on research comparing the perceptions of marketers and researchers about senior citizens to the reality of these third age individuals over 60 years. With the growth of this population, senior citizens have evolved and it...

Catalogue: Latin America 2010: The Innovation Journey

Author: Cristina Paez

Company: Apoyo

May 21, 2010

When worlds collide

This presentation explores the likelihood that advertising will travel successfully from one country to another, with a specific focus on the impact of cultural differences between Latin American countries. The ongoing hypothesis is that while Latin...

Catalogue: Latin America 2010: The Innovation Journey

Authors: Jorge Alagon, Nigel Hollis, Gabriel Castellanos

Company: KANTAR TNS Malaysia

May 21, 2010

Decoding the digital needs

New digital media streams have opened completely new lines of interaction between brands and consumers. It is widely considered that the softer and more emotional aspects of advertising campaigns can trigger a response that strengthens the success of...

Catalogue: Latin America 2010: The Innovation Journey

Authors: Trixie Cartwright, Ana Patricia Sequeira

Company: KANTAR TNS Malaysia

May 21, 2010