Ojos en el Mundo is the first market research online community, created by ProColombia, that encourages integration among Colombians living abroad, in order to gather crucial information for Colombian exporters such as consumer preferences, business opportunities, prices, shelf positions, packaging, etc. Our members called 'Lupas' (meaning 'magnifier' in Spanish) will gather this data through simple and dynamic tasks called 'Zooms'. These Zooms try to emulate market research tools where our Lupas can conduct surveys, direct observation in points of interest with photos and videos. Through this information, our analysts may have a better understanding of potential markets.
A country impacted by armed conflict for more than 50 years needs a constant fuel on its international brand campaign to surpass the negative perception of those who have not visited the country and build strong reasons to vanish misconceptions.
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 Colombia". We need to dig deep and understand the reasons for foreigners to choose Colombia as a place for living or visiting; going after this type of insight would give us strong clues to identify common patterns among all those visitors that claimed falling in love with Colombia, hoping to surpass aspects commonly shared with other countries like experience and landscapes.