This paper describes some of the perceptions and attitudes of Latin American teenagers towards their lives and specifically explores their attitudes towards information technology. It reports the existence of several segments of young people and describes them in terms of general acceptance of the new technology as well as specific barriers that prevent a more complete and harmonic integration with the tools of the new millennium.
This paper presents the results of research carried out amongst the youth populations in three countries (Brazil, Venezuela and Mexico) utilizing four brands that are, at the same time, sufficiently international and also important for the youth market: MTV, Coca-Cola, Nike, and McDonalds. This paper shows how youth segments from Latin America perceive the culture and personality of global brands by means of very similar visual and sensorial codes. In other words, it is as if the visions that those brands have planted in young consumers minds still remain! The reference to Paul Simons song illustrates how the echo of these brands is silently reflected in the universes of these consumers.
This paper presents the results of research carried out amongst the youth populations in three countries (Brazil, Venezuela and Mexico) utilizing four brands that are, at the same time, sufficiently international and also important for the youth market: MTV, Coca-Cola, Nike, and McDonalds. This paper shows how youth segments from Latin America perceive the culture and personality of global brands by means of very similar visual and sensorial codes. In other words, it is as if the visions that those brands have planted in young consumers minds still remain! The reference to Paul Simons song illustrates how the echo of these brands is silently reflected in the universes of these consumers.
This paper examines the future of South America, its relation with youth culture and the implications for marketing and strategies that can be adopted in the international market. The paper explains how and why the Genius Loci Program will evolve into new Mind styles/ways of thinking, values and behaviours, becoming a new marketing program that allows companies to understand and invest into the multi-cultural market and particularly the young. It also explores the impact that the conciliation between local and global as well as users, designers and companies will generate changes to the existing rules in marketing strategies. The paper also demonstrates the strategic role that South America can play in the future through the dynamics of pollination; and presents the ethno-group of Saucy Mujer, a phenomenon that emerged from research on the Latin American ethno-scapes in the United States.
During most of the 20th century there was no tradition in Mexico of surveying public opinion and social affairs. Aside from isolated experiences, the fields of sociology and applied social research did not cultivate public opinion measuring as an element for analyzing and/or forming public policies. The situation changed rapidly and profoundly in recent years. Since the 1988 [residential election, with the release of the first public polls of voting intention to the public, the number and frequency of surveys increased in line with the political competition and aperture. Public opinion research had a double historical contribution: first, as the startup of a tradition in the research industry; and secondly, as a record, new in our society, of the public feelings and thoughts amidst the most transcendent political transition in Mexican history. This paper reviews the development of public opinion research in Mexico and pinpoints major issues that constitute a future agenda for the Mexican researchers.
Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico. Qualitative research provided the presidential campaign team, coordinated by Francisco Ortiz, with the necessary tools to be in effective contact with voters. This contact made it possible to design effective messages and to understand the opinions, needs, fear, motivations, wishes and expectations of the Mexican people in order to generate concrete recommendations of political communication.
Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico. Qualitative research provided the presidential campaign team, coordinated by Francisco Ortiz, with the necessary tools to be in effective contact with voters. This contact made it possible to design effective messages and to understand the opinions, needs, fear, motivations, wishes and expectations of the Mexican people in order to generate concrete recommendations of political communication.
Setting toll charges involves one of the most important rights of the free citizen in a democratic regime: the freedom to come and go. This paper proposes a model for toll pricing which would maximize satisfaction of the many user types, as well as providing price elasticity and trade-off data across the highways. The study also links static and dynamic models. One of the major issues presented in maximizing the quality of services provided by highway licensees today is the additional flow of vehicles, which, in turn, reduces the perception of quality. The use of this dynamic simulation technique will allow for the analysis of many possible scenarios of long-term balance, including the introduction of macro-economic variables.
Setting toll charges involves one of the most important rights of the free citizen in a democratic regime: the freedom to come and go. This paper proposes a model for toll pricing which would maximize satisfaction of the many user types, as well as providing price elasticity and trade-off data across the highways. The study also links static and dynamic models. One of the major issues presented in maximizing the quality of services provided by highway licensees today is the additional flow of vehicles, which, in turn, reduces the perception of quality. The use of this dynamic simulation technique will allow for the analysis of many possible scenarios of long-term balance, including the introduction of macro-economic variables.
This paper addresses the problem of identifying groups among teenagers based on their media habits. Segments are described in terms of variables such as consumption habits, possessions, gender, age, socioeconomic level, attitudes, etc. A graphic representation of the relationship between variables is conducted using correspondence analysis. Validation of the model and general conclusions are also presented.
This paper addresses the problem of identifying groups among teenagers based on their media habits. Segments are described in terms of variables such as consumption habits, possessions, gender, age, socioeconomic level, attitudes, etc. A graphic representation of the relationship between variables is conducted using correspondence analysis. Validation of the model and general conclusions are also presented.
This Conference addresses the future of Market Research and what we can do to enhance our role in these new times when so many areas are being redefined.