This presentation explores the likelihood that advertising will travel successfully from one country to another, with a specific focus on the impact of cultural differences between Latin American countries. The ongoing hypothesis is that while Latin American cultures share common values compared to the rest of the world, they each possess distinct identities that affect the successful transfer of TV advertising from one country to the next.
Market research has a new vast territory to explore: cyberspace. All kinds of people from around the world converge in this so-called cyberspace, where time and space acquire new dimensions and all kinds of topics can be addressed. The network is a territory data base that, adequately organized and analyzed, provides a great amount of useful information from users. The use of webnography is explored to qualitatively become familiar with these cyber users and therefore to get closer to them through the representation they make of themselves in the web.
This presentation is based on research comparing the perceptions of marketers and researchers about senior citizens to the reality of these third age individuals over 60 years. With the growth of this population, senior citizens have evolved and it is time to address the needs of this active, technologically savvy and inspirational group more realistically. Senior citizens are no longer a fragile, dependent and techno-phobic group. On the contrary, research shows they are deeply engaged with life and it is necessary to rethink the kind of offerings and communications that appeal to this new golden generation.
The global economic crisis has resulted in some predictable consumer behaviour changes. Even prior to the economic slowdown we were sensing shifts in consumer attitude towards the conspicuous consumption which had dominated the previous decade. Alternative lifestyles were emerging with downsizing and the pursuit of more spiritual fulfilment being noticeable trends. This medium term combined with the shorter term economic trend leaves us with a new normal. So what are the new long term consumers behaviours that we need to immerse in to bring new and actionable insights to the brands? This multimedia presentation explores 'the evolved consumer'.
Although social media is now dominating the way people use the Internet and behave online, most market research companies are ignoring how important the phenomenon is to our industry. In a business where consumers' opinions are so crucial we cannot ignore the fact that people are now constantly speaking their minds on blogs, Twitter, Facebook and other sites. This is particularly relevant to Latin America, as various studies show the region's dominance in this area.
Crisis can be a source of opportunity, and this presentation shares a relevant case where courage and vision were utilized to make critical decisions at the right moment. Argentina went through its worst economic crisis during 2001-2002. In that recession, Molinos, a leading food producer and exporter, saw a business opportunity and bought a Chilean convenience dry pasta brand, present in the local market since 1997. After years of insightful research and hard work in marketing Lucchetti was converted into a valued mother brand, covering a wide set of food categories beyond dry pasta.
A method to optimally define hub consumers in a social network is addressed in this presentation. These are the leaders that will enable a company to effectively address marketing campaigns on a social network and those who will provide online ways to defend the company or the brand from attacks in the net. Traditional procedures, such as judicial measures, from the point-of-view of speed of action are useless to defend the brand and can even amplify the damage.
The case describes the application of the Eye Tracking neurophysiologic technology in the advertising evaluation of Aceite Z with Super Fry, product of the multinational Team Foods. The television commercial created to halt the product's drop in sales was evaluated both in its finished version as well as in animatic, which allowed testing the tool's applicability in both scenarios. The case includes the successful migration of an evaluation methodology being used by the company, to the use of neurophysiology through the homologation of the measuring standards, producing positive sales results for the brand.
The effectiveness of three commonly used methodologies for market size estimation, as well as their accuracy in explaining the future behavior of the automobile market in Ecuador, is addressed in this presentation. These methodologies are Delphi forecast based on local expertise, Cross sectional linear regression, and Time series modeling of sales. Data of car sales ranging between 1990 and 2009 was used to compare the performance of these three methodologies. We found that Experto Forecast performs very well in the short term, while Time Series Modelling fits better the behavior of the market for medium term predictions.
This presentation illustrates the relevance and strategic potential of semiotic analysis in market research and advertising, especially in the development of image, positioning and communication projects. Based on a syndicated research study 'Assertive Communication Codes With The Adolescent Segment' the presenters will discuss techniques and the creative path that goes from the definition of a working framework, through the development of decoding workshops, to the validation of hypotheses produced in these workshops with adolescent consumers.
New digital media streams have opened completely new lines of interaction between brands and consumers. It is widely considered that the softer and more emotional aspects of advertising campaigns can trigger a response that strengthens the success of the brand through consumer involvement. This study evaluates the needs of digital consumers in Brazil with the aim of providing insights to support companies in better positioning digital campaigns and online interactions in order trigger positive spin offs for their brand.
Few studies address the precarious course that might be encountered when entrepreneurs originating in the Base of the Pyramid (BOP) try to grow their businesses by transcending their class-of-origin and strike into mass or even luxury markets. In this regard, the experience of Beleza Natural, a brand of hair care products and chain of beauty salons targeted to the needs of Brazil's Black and mixed race communities is unique. With eleven branches located in Rio de Janeiro, Espirito Santo and Bahia States, 16 year-old Beleza Natural currently provides services for close to 70,000 clients every month.