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Research papers
Conn-Action
In many cases, advertising pre-tests are seen as uncomfortable exams brands have to pass before executing a campaign; as strange as it sounds, we are used to failing them. Approximately 75% of campaigns pre-tested for the first time fail such...
Catalogue: Latin America 2023
Authors: Monica Quevedo, Vanessa Guima
Company: Alicorp
April 25, 2023
The Future of Research is Here
The future is here. We all know about digitisation, and this new era COVID-19 brought to humanity?full of technological accomplishments. With all that being said, how do you explain how the market research industry, which is full of smart people and...
Catalogue: Latin America 2023
Authors: Claudia Sciarretta, Paulina Castillo
April 25, 2023
Conn-Action
In many cases, advertising pre-tests are seen as uncomfortable exams brands have to pass before executing a campaign; as strange as it sounds, we are used to failing them. Approximately 75% of campaigns pre-tested for the first time fail such...
Catalogue: Latin America 2023
Authors: Monica Quevedo, Vanessa Guima
April 25, 2023
Empowering Innovation Through Disability Research
Inclusivity is an immense trend today. During the past few years, products and services like market research have embraced ethnicity, size, sexual preferences and even age in their efforts to promote inclusivity. Nevertheless, sadly, disability...
Catalogue: Latin America 2023
Author: Priscila Aramburu Mena
April 25, 2023
Are you OK Zoomers?
To understand Gen Z?s core challenges, values and desires, and prepare for potential shifts in consumer behaviour, Coca-Cola LatAm has engaged in a quantitative study among Gen Z (or Zoomers) in Argentina, Mexico, Colombia and Brazil, benchmarking...
Catalogue: Latin America 2023
Authors: Joeri Van den Bergh, Magdalena Garcia Grisanti, Javier Barrera
April 25, 2023
Biometric, Cognitive and Predictive Validation in Agile UX for a Colombian Fintech
Can a study of biometrics help us to understand what boosts a person to make a financial decision? In this enthralling case, we explored the benefits of doing a systematic iteration with triple validation, where we mix attention prediction...
Catalogue: Latin America 2023
Authors: Alexis Brantes, Raphael Alex de Sousa, Lana Babii
April 25, 2023
Research papers
