This paper provides a thorough analysis of the evolution of the Argentine case, taking an in-depth look into the progress of the events that took place in the historic year 2002. It explores this experience with the objective of extracting learning for both the business and the researchers communities.
This paper provides a thorough analysis of the evolution of the Argentine case, taking an in-depth look into the progress of the events that took place in the historic year 2002. It explores this experience with the objective of extracting learning for both the business and the researchers communities.
This paper comprises two topics. Content relevance: to evaluate the Latin American executive's attitudes, beliefs, expectations and needs, representing the status quo of the demand for marketing, communication and market research information in a regional context.Technical relevance: to evaluate the effectiveness of online surveys as a way of doing research in the regional level.
This paper describes the current situation in terms of industry consolidation in the region, the reasons for buying and the reasons for selling research companies. It also describes one of the most adequate valuation methods and discusses the pitfalls involved in the valuation process.
The hypothesis of this paper is that consumer's attitudes and behaviors toward global and local brands are integrated into the same dynamic process that gives origin to acceptance and rejection of globalization as an economic, technological, social and cultural phenomenon. The authors sustain, therefore, that there is room for rethinking the need for a new ideological construction and possibly, for a new marketing strategy founded on the culture of the current global consumer.
The hypothesis of this paper is that consumer's attitudes and behaviors toward global and local brands are integrated into the same dynamic process that gives origin to acceptance and rejection of globalization as an economic, technological, social and cultural phenomenon. The authors sustain, therefore, that there is room for rethinking the need for a new ideological construction and possibly, for a new marketing strategy founded on the culture of the current global consumer.
The paper describes the use and limitations of local socio-economic classifications in Latin America, most notably the inability to use these definitions for cross-country, regional and sub-regional comparisons. The creation of pan-regional services and the trend toward more homogenized economic models that originated in the 1990s further supports the need for using a regional criteria when analyzing and targeting consumers across different countries. The results are based on a regional definition developed by Dr. Roland Soong and that allows authors to benchmark each local classification to a standardized regional one.
The public objective analysis cannot be independent of the relationship that exists between the brand and the consumers of the category. To manage our communication strategy properly it is necessary to keep in mind three key dimensions analysed in the same study: the brand, the consumer and the media.
Despite its cultural wealth and biodiversity, Peru is one of the poorest countries in Latin America, with approximately 55% of its population below the poverty line. Faced with this challenge, a multinational company known for its interest in market research asked its main local research supplier for a proposal to help it achieve a better understanding of low-income consumers. It became clear to Apoyo Opinion y Mercado that this objective could not be fulfilled using only traditional techniques, and an ethnographic approach utilizing participant observation was proposed. This paper describes the innovative methodology utilized in the project, reaffirms the importance of the client's involvement and active participation in ethnographic studies, and presents key findings obtained in Peru (Lima and main cities of the interior) and those arising from the subsequent expansion of the study to Mexico City, Bogota and Caracas, as well as from other studies carried out with the same technique for other consumer goods companies.
Since 1999, EP-Escritorio de Pesquisa Eugenia Paesani has been working jointly with NET on a project for continuous evaluation of company performance - according to the clients' perception - aiming at the improvement of services rendered by Net and client loyalty solidification. Along the last years circa 30,000 interviews were held, distributed among nine Brazilian states. A very enriching factor in this project was the full integration between EP and NET, from the initial phase, resulting in highly productive work dynamics for both sides.
Since 1999, EP-Escritorio de Pesquisa Eugenia Paesani has been working jointly with NET on a project for continuous evaluation of company performance - according to the clients' perception - aiming at the improvement of services rendered by Net and client loyalty solidification. Along the last years circa 30,000 interviews were held, distributed among nine Brazilian states. A very enriching factor in this project was the full integration between EP and NET, from the initial phase, resulting in highly productive work dynamics for both sides.
The project reported in this paper addresses the drama experienced by a population carved from a fierce process of social exclusion and strives for understanding the individual nature of this populace. Likewise, it provides those responsible for their rehabilitation with the necessary knowledge to increase the likelihood of success in dealing with such a complex challenge. In view of that, a segmentation model of the population of inmates in State of Sao Paulo, Brazil, is described, disclosing techniques, criteria and validation procedures, as well further possible steps to the model, engaged to use the methods of market research to address the solution of social issues.