How can market research contribute to continue the regionâs accelerate growth? And what is the role of the researcher in this newly defined business landscape?
When Brazil was chosen as the location for the 2014 World Cup, everyone cheered. Brazil was successful and a country of the future. The event would be important not only for the economy, but an opportunity for companies and their brands to showcase themselves. Now, less than one year before the event, there have seen a series of situations which have not only saddened and disappointed the Brazilian people, but have also weakened global confidence in the country's ability to host such a large scale global event. What will happen with the sponsors and will they be affected by this pessimism? How do we communicate the brands in this scenario and how can we ensure things change to get the world ready for a Brazilian World Cup?
We want to share with the audience our findings regarding how important sports are to peopleâs lives; How the way that people engage with sports has evolved from a simple "match watchedâ for one or two hours, to a more participative way of "playing it with friendsâ for two to four hours, to becoming a way of life, where people engage with sports 24 hours a day, following players, teams and scores from different devices. This evolution is very important to brands too.?With the on-air mobile methodology, we wanted to be in the moment while people watched their favourite games, and shared with us their passions, how and where they were watching, with whom, what they thought, and/or remembered most. This presentation will bring an innovative way of doing sports research in Latin America, with lot of references to our findings.
The purpose of this research is to provide qualitative content analysis of motivation as a relevant category in the relationship between user and brand - in the Twitter context. One hundred Twitter profiles were downloaded, for the researcher's convenience, with consent from the users, and two hundred surveys were conducted on Colombian millenials (19 to 30 years old) who are Twitter users and follow a brand. This study focuses on visualising the motivations, needs and expectations of Colombian Twitter users, as well as why they follow a brand.
Facing a global economic crisis context, where many competitors have shrunk their revenues, Latin America shows very strong brands, which help reduce the impact on unfavourable macroeconomic conditions. How is this possible? Which are the common characteristics? Which brands have been consistent over time, being able to boost brand value?
From smartphones and tablets to laptops and television, 90% of all media interactions [in the USA] today are screen-based. We took a closer look and discovered that there are two distinct ways people move among screens to get stuff done: simultaneously and sequentially. This study shows how these two modes of interaction trigger specific behaviours such as online shopping, and which devices people are using at the various stages of these interactions." (New Multi-Screen World, partner of Ipsos). Our aim is to get a deeper knowledge about this consumer in Argentina, as well as other countries in Latin America, and also make some comparisons to developed countries, such as USA, Spain and Australia.
LATAM-based companies are usually pressed to do more with less, managing frugal operations with ever tightening budgets. Marketing managers are requested to allocate their marketing dollars more efficiently to instigate change in consumers and gain incremental users to their brands; however, the available body of knowledge on promotion effectiveness is often incomplete, disaggregate, and sometimes anecdotal. SKIM takes on the challenge of systematically measuring and comparing the effectiveness of 20+ types of promotions across 5 countries in the Americas, for two CPG product categories. To add a fundamental layer to our understanding of what works and doesn't work in LATAM markets, we aim to identify key underlying behavioral economic principles driving the success of certain promotions.
Storytelling lunch briefing by Patricio Pagani, Infotools, New Zealand.
Online Advertisement is a huge opportunity for brands to communicate with their target audiences in an increasingly sophisticated way. In the mean time, ad researchers are innovating more and more to keep the pace of this rapidly changing industry. One such innovation is the ability to passively collect behavioural data from members of an online access panel in order to audit online ad campaigns, but the question arises on whether this data is significantly different from cookie-based data, when the latter are obtained also from an online access panel with identified profiles. An important question thus emerges: should companies Cookie or Clickstream? And why? Here we provide a clear and in-depth answer to these questions, based on a real case study conducted at Movistar Chile.
We keep hearing that research needs to be sexier. Well itâs time to make that happen! Across industries and clients, time and again, the full power of great research remains unlocked and unused. Yet, research has a story to tell and in this presentation we will share with you several cases in which clients succeeded in taking research beyond the standard report into more practical, shareable, visually attractive and contextually relevant formats that made an impactful difference in decision making. Get ready for a unique experience with a high dose of creative energy and know-how in the delivery of research findings.
We will describe the case of the cookie brand Toddy, which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and connect with its target market. The marketing team took advantage of the digital medium as a strategic tool to listen to Latin American adolescents, find out more about them and take action based on these insights. Learn how you can do the same.
Brief discussion with the FTMI students about the state-of-art of the research industry.