The launch of a unique site exploring Latin America.
We want to share with the audience our findings regarding how important sports are to peoples lives; How the way that people engage with sports has evolved from a simple "match watched for one or two hours, to a more participative way of "playing it with friends for two to four hours, to becoming a way of life, where people engage with sports 24 hours a day, following players, teams and scores from different devices. This evolution is very important to brands too.?With the on-air mobile methodology, we wanted to be in the moment while people watched their favourite games, and shared with us their passions, how and where they were watching, with whom, what they thought, and/or remembered most. This presentation will bring an innovative way of doing sports research in Latin America, with lot of references to our findings.
The global economic crisis has resulted in some predictable consumer behaviour changes. Even prior to the economic slowdown we were sensing shifts in consumer attitude towards the conspicuous consumption which had dominated the previous decade. Alternative lifestyles were emerging with downsizing and the pursuit of more spiritual fulfilment being noticeable trends. This medium term combined with the shorter term economic trend leaves us with a new normal. So what are the new long term consumers behaviours that we need to immerse in to bring new and actionable insights to the brands? This multimedia presentation explores 'the evolved consumer'.
Economic models have been changing and we now live in a collaboration economy, where peers are the new keepers of brands, media and content through social computing. In this new landscape, Social Networks have become important and their expansion is changing how people communicate with each other, interact, share ideas, create content and most importantly relate with brands. As a research tool, Twitter works as a natural habitat where consumers express themselves. The assessment of Tweets can deliver important perceptions towards lifestyle, products and brands which can then be converted as important insights for innovation, whether in product development or in communications strategies.
This presentation employs the latest technology to better understand the relationship between what people say they watch versus what they actually are watching during a product placement segments of television. As such, the paper is based on a number of continuous research studies conducted in the USA and Latin America from 2004 to the present. Each is based on a variety of tools and models whose learnings allow us to better plan and buy television advertising. We compare and contrast more recent work with eye tracking methods to the earlier studies, and, in so doing, also try to find where information gaps still exist in our understanding of how product placement works, and suggestions for improvement.