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Research papers
Biometric to optimise customer enagement
The consolidation of digital marketing, the appearance of neuromarketing and the evolution of marketing itself have been challenged to improve their strategies, optimise budgets and maximise the effectiveness of advertising campaigns and stimuli....
Catalogue: Latin America 2020 - Insights Festival
Authors: Francesca Castañeda Fassioli, Andrés Botero Cardona
Companies: Belcorp, Synapbox
October 19, 2020
Research papers
Monetising NPS to drive investments in CX
The volatility of the airline business, navigating oil prices, the environment, exchange rates, etc.makes CX investment decisions very challenging. Monetising NPS and creating a calculator to identify economic return enabled us to gain buy-in for...
Catalogue: Latin America 2020 - Insights Festival
Authors: André D'Abreu, Heitor Torres, Dana DiGregorio, Shane Baxendale
Companies: MESH Experience, LATAM Airlines Group
October 19, 2020
Research papers
Future proof strategies
How to create a framework to discover a set of adjacent value spaces based on a motivational assessment of stakeholders of the cement value chain. The Holcim Argentina case understanding Latin America people's dream of building the first home.
Catalogue: Latin America 2020 - Insights Festival
Authors: Gonzalo Roqué, Tomás L. Ortiz Ferrer, Juan Ignacio Urani
Companies: ROQUÃ Marketing Insights, Design Narratives Ltd., Holcim
October 19, 2020
Research papers
Sustainable tourism
This paper explores the topic of sustainable tourism, making the case that it is the next big opportunity for Latin America. It does this by first introducing sustainable tourism as a concept and identifying key stakeholders who can be impacted by...
Catalogue: Latin America 2020 - Insights Festival
Author: Julia Fillingame
Company: Euromonitor International
October 19, 2020
Research papers
The power of your own diaspora
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...
Catalogue: Latin America 2020 - Insights Festival
Authors: Pedro Fernández, Laura Catalina Gómez
Company: ProColombia
October 19, 2020
Research papers
Innovate or die! Or die innovating?
Consumers love innovation, but most brand's innovations are not innovative nor relevant. Uncover how to successfully innovate by hearing consumer's perspective and thinking beyond your category.
Catalogue: Latin America 2020 - Insights Festival
Author: Noelia Bellucci
Company: Maru/Matchbox
October 19, 2020
Research papers
Hispanics across the Americas
Knowing your target audience's future needs and behaviours is invaluable in order for a business to grow. Yet often, our view into the future is murky, and it is challenging to identify the most significant shifts in attitudes, values,...
Catalogue: Latin America 2020 - Insights Festival
Authors: Roberto Ruiz, Rachel Bonsignore
Companies: GfK, Univision Communications Inc.
October 19, 2020
Videos
Augmented reality
Just as marketing and advertising have made augmented reality a tool to enrich the consumer experience with brands, it must also become allied for marketing research, especially in online studies.
Catalogue: Latin America 2020 - Insights Festival
Authors: Cristina Leo, Francisco Calixto
Companies: Synapsis, PepsiCo
October 19, 2020
Videos
