This paper discusses the perception and reality of the concept of ease of use in the context of mobile devices amongst Brazilian, Argentinean, Mexican and Colombian consumers and retailers. Using a range of research methods, including depth interviews and comparative qualitative usability investigations, the project sought to evaluate the hypothesis that Motorola mobile devices are more difficult to use than other mobile manufacturers by evaluating and questioning what is understood by the term ease of use and then directly comparing consumers and retailers use of different mobile devices to compare the actual experiences of those devices.
This paper presents the Study on Low-Income Consumers (LICs) based on the Consumer Panel, with information from 14 countries in Latin America, including the South Cone (Argentina and Chile), the Andean Region (Peru, Venezuela, Bolivia and Colombia), Central America (Honduras, Nicaragua, El Salvador, Panama, Costa Rica and Puerto Rico), Brazil and Mexico. The study utilizes the new consumer segmentation devised by LatinPanel, which standardizes social economic levels (SELs) across the region. The study also assesses how this stratum behaves when shopping, the preferred shopping channel, and categories comprising the purchase basket.
Aiming to enhance the knowledge of the region with enormous potential for development and surprising diversity, the presenters have prepared an overview on the demographic profile of Latin America. A set of basic indicators has been selected (based on the latest information available) for most of the countries in Latin America (18) and in order to contextualize the data, information on two countries with developed economies, the USA and Germany, has been added.
This presentation describes an innovative approach to brand and media planning called Brand-to-Media Engagement (B2ME) and which allows marketers and planners to measure the real levels of engagement that will result from advertising and communication efforts, in this case, based on a particular channel and program on which they are advertised. This approach permits more strategic and effective planning and execution that can turn traditional targets into actual paying customers. Most importantly, these assessments can be conducted before marketers spend their money!
The paper describes the rules that are common to the successful use of celebrities in advertising as well as a study of examples of highly effective celebrity selections and less effective celebrity selections. The results are based on desk research, on findings from Millward Brown's database and knowledge bank and from the celebrities tracking study conducted in Brazil in July 2006.
This study approaches, in exploratory way, the use of a Segmentation system by Personality Features to understand the differences of behavior of the Brazilians regarding the acquisition of private pension funds. This type of market segmentation is one of the focuses of psychographic segmentation and it is supposed beforehand the perception that many purchase behaviors and consumption cannot only be explained by differences of gender, income, age, marital status and other consumer demographic variables.
This paper deals with the challenging task of communicating across different cultures. It's intended to shed some light onto the intricate values of Latin American cultures and identify those that are shared by most as well as those that keep cultures apart. To understand the dynamics of values and attitudes in the region, authors have looked into more than 100 opinion and attitude statements in six Latin American markets, benchmarked by seven other western or emerging markets.
This paper studies cultural and economic trends and the views of market research professionals in three of the world's largest markets - Brazil, China and India - and hypothesizes as to how the respective cultures of these three countries might influence the future of our industry. The results are based on secondary research, a custom survey, blogs and individual in-depth interviews conducted among market research professionals.
This paper analyzes the main results of the online Product-Test eCMetrics carried out during the first quarter of 2006 to define the colors of Nokia's mobile line. The quantitative research study was performed in Argentina, Brazil, Chile, Colombia, Mexico and Venezuela.
Based on GfK Roper Reports' Worldwide (RRW), a survey conducted annually since 1997 in at least 25 countries including major Latin American countries, the paper identifies consumer lifestyle trends and reveal their consequences in terms of market opportunities and new product development at the global, regional, and country level. The RRW survey covers consumers' mood, concerns, personal values, lifestyle and leisure, social attitude and activities, media and technology usage, and their attitudes toward of dozens of major international brands in terms of fundamental attributes and functional and emotional benefits.