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Research papers

IoT and market research

The Internet of things (IoT) has disrupted several industries in the recent years. Logistics, medicine, manufacturing, and much more but market research is not one of them. Several reasons explain this, but the main reason is that the data required...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Esteban Angel, Javier Cartagena, Jorge Andrés Mendez, Ricardo Velasquez, Maria Alejandra León
Company: Synapsis
March 19, 2018
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Citation

Angel, Cartagena, Mendez, Velasquez and León (2018a, March 19). IoT and market research. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/iot-and-market-research


Research papers

Millennial lens

In this document, we resolve to understand more than just an age cohort. We are interested in being in tune with the atmosphere of the time, charged with tensions (some evident and others latent) that have as a center a series of differences in...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Author: Constanza Cilley
Company: Voices! Research & Consultancy
March 16, 2018
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Citation

Cilley, C. (2018a, March 16). Millennial lens. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/millennial-lens


Research papers

Redesigning a brand tracker

Main impact:As the Latin Airline giants TAM and LAN merged, they faced a whole host of challenges ahead of them as they looked to restructure and gain efficiencies, whilst shaping a strategy for the new LATAM brand. They joined forces with MESH...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Marcello Garritano, Priscila Tavares
Company: MESH Experience
March 15, 2018
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Citation

Garritano and Tavares (2018a, March 15). Redesigning a brand tracker. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/redesigning-a-brand-tracker


Research papers

Data analytics & machine learning improving quality of life

The uSound Intelligent Hearing System connects people to the sounds of the everyday life. Through a simple test, the system can recognise the hearing needs of its user.Sounds are processed through the uSound Smart Earphones, a technology which...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Marìa Asunción Fragni, Juan Pedro Lipari, Antonela Vistalli, Ezequiel Espio
March 15, 2018
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Citation

Fragni, Lipari, Vistalli and Espio (2018a, March 15). Data analytics & machine learning improving quality of life. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/data-analytics-machine-learning-improving-quality-of-life


Research papers

McDonald's deeper consumer understanding

Unable to develop a truly consumer-centric strategy based on their current research practices, McDonald's endeavoured on a new segmentation approach that enabled them to deep-dive into their consumer segments & need states, learn which ones...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Oscar Yuan, Volpellier Hernãn Rodrigo
Companies: Ipsos MRBI, McDonald's Corporation
March 15, 2018
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Citation

Yuan and Rodrigo (2018a, March 15). McDonald's deeper consumer understanding. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/mcdonald-s-deeper-consumer-understanding


Research papers

The challenge of getting insights for a country brand

ProColombia, the Colombian International Promotion Organisation and the manager of the country's brand, faces the challenge of creating a meaningful and deep campaign with powerful calls to action that invite target audience to discover the "New...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Pedro Fernández, Laura Catalina Gómez
March 14, 2018
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Citation

Fernández and Gómez (2018a, March 14). The challenge of getting insights for a country brand. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/the-challenge-of-getting-insights-for-a-country-brand


Research papers

Machine learning evolving computer vision

How to extract great insights from satellite imagery? Last few years have seen enormous growth on AI-based data-enrichment techniques. Automatic sentiment and topic identification in text documents have become ubiquitous. Image tagging and...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Mario Abarca, Moisés Arizpe, Horacio González Duhart, Gustavo Ramírez, Marco Iván Zepeda
Company: Kantar
March 14, 2018
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Citation

Abarca, Arizpe, Duhart, Ramírez and Zepeda (2018a, March 14). Machine learning evolving computer vision. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/machine-learning-evolving-computer-vision


Research papers

Beyond traditionalism

For too long, Latin American markets in general, the Mexican one in particular, have been characterized as "traditional", a backwater of relative stillness with a few quirks that can be managed by avoiding a few taboos and promoting some degree of...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Elisa Romero, Alfredo Troncoso
Companies: De La Riva Group, AB InBev
March 13, 2018
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Citation

Romero and Troncoso (2018a, March 13). Beyond traditionalism. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/beyond-traditionalism


Research papers

The thermometer

In moments of crisis, it can be tempting to adopt a safe, reactive approach. But at Unilever, we know that this is the moment in which a successful company's skills and the strength of their brands are put to the test. Since 2013, our holistic...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Agustina Suner, Daniela Gail
Company: Unilever
March 13, 2018
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Citation

Suner and Gail (2018a, March 13). The thermometer. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/the-thermometer