The world of research is undergoing a process of change characterised by the emergence of increasingly sophisticated techniques that depart from traditional market research to embrace other methods drawing from psychology, ethnography, semiotics, etc. This change is due to the realisation that market and society are intimately intertwined and that these two elements need to be studied in a holistic rather than segment-related way. As research expands, intersecting other fields of knowledge and realms of existence (moods, emotions, instinct), the authors claim that it is necessary to design an innovative analysis tool that helps transform the many 'signs coming from the market into new 'food for thought'. Through the use of a case study related to a recent ethnographic research on happiness, we suggest that the use of the digital matrix and Semiometrie techniques enable development of a dynamic and creative relationship with consumer research by interactively accessing data at different levels of depth. The combination of the interactive matrix with Semiometrie provides not only product-related results but also a wider scenario that describes the cultural reasons behind consumer behaviour.
This paper examines the future of South America, its relation with youth culture and the implications for marketing and strategies that can be adopted in the international market. The paper explains how and why the Genius Loci Program will evolve into new Mind styles/ways of thinking, values and behaviours, becoming a new marketing program that allows companies to understand and invest into the multi-cultural market and particularly the young. It also explores the impact that the conciliation between local and global as well as users, designers and companies will generate changes to the existing rules in marketing strategies. The paper also demonstrates the strategic role that South America can play in the future through the dynamics of pollination; and presents the ethno-group of Saucy Mujer, a phenomenon that emerged from research on the Latin American ethno-scapes in the United States.
This paper analyzes the links between internet technology and relationships in three ways which offer different ways of experiencing time-space relationships: 1. Netrade and client networking: wired in individual and business relationships. These new relationships underline the enjoyment factor and entail maximum interaction and versatility. 2. Worknet and flexorganization: wired in the organizational sphere. The company becomes a delimited area. Planning and experimenting with new types of relationships becomes easier. 3. Mobility and job jumping: wired as an individual. Experience goes along with the desire to explore new cognitive frontiers. Computer delocalization requires personal skill in working constructively on memory and emotional appeal.
The paper describes the future of ethnic marketing and the implications for marketing and strategies that can be adopted in ethnically diverse markets. It explores the impact that the conciliation between local and global will generate changes to the existing rules in marketing strategies. The Genius Loci approach is explored as it identifies new mind-styles, values and behaviours, becoming a new marketing program allowing companies to understand and invest in the multicultural market. This paper identifies how and why the central position of relationships produce a new culture ethnic mix.