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 territory data base that, adequately organized and analyzed, provides a great amount of useful information from users. The use of webnography is explored to qualitatively become familiar with these cyber users and therefore to get closer to them through the representation they make of themselves in the web.
Aiming to enhance the knowledge of the region with enormous potential for development and surprising diversity, the presenters have prepared an overview on the demographic profile of Latin America. A set of basic indicators has been selected (based on the latest information available) for most of the countries in Latin America (18) and in order to contextualize the data, information on two countries with developed economies, the USA and Germany, has been added.
The purpose of this paper is to give a clear picture on the limitations of the information obtained through focus group sessions in relation to certain topics, and the possibility of improving consumer insights through direct observation or ethnographic research. In particular, we have found that results from focus groups can sometimes lead to precipitated conclusions and/or decisions based mostly on the stated or claimed behavior of the consumers. This stated behavior often reflects socially desired patterns, and can be significantly different from the 'real' way consumers conduct themselves on a day to day basis.
The paper looks into the creation of Internet panels. It reviews why most Internet panels are not randomly recruited: the coverage problem, the difficulties of Internet random recruiting (no sampling frame, high nonresponse and high self-invitation), and the limited use of Internet random panels. It then describes the experience of creating an Internet panel in Mexico with a comparison of recruiting methods and analysis of the profile and attitudes of the resulting Internet population.