Many companies measure brand health from awareness, image and loyalty. These three variables are measured over time, but they do not really help manage brand growth and its contribution to business. We have created the Triple E model, which solves this problem. After a year of academic research involving reading and evaluating all the publications related to brand metrics, we have developed a new model consisting of 3 dimensions: Energy, Essence and Experience of the brand. With this type of model we can tell companies where their brand is, how improving this metric will help business, and how to achieve it - both in terms of content and in terms of the way the brand is experienced.
This research shows the importance of combining new methods (passive measurement multi-platform), together with classical surveys, to outline that today, internet measurement has a very high error on recall, however surveys are still very important in understanding attitudinal behavior towards different media. This research goes beyond crossing client's internal data with measured behavior. This research demystifies the use of big data, showing how passive measurement and client's data can be complemented and analysed by research specialists, as well as adding traditional surveys.
ESOMAR Representatives from different Latin American countries will update the audience with the latest news regarding the Digital/Tech startups climate in their countries.
Opening of the Latin America Conference in 2016 by ESOMAR Council member Joaquim Bretcha.
Technology has become a new ingredient for social survival. These devices are not cheap, but day-to-day life is easier when we have access to them, for all socio-economic levels. At an emotional level, it's very important for people to be able to buy or have mobile devices; otherwise a person might feel excluded. They are symbols that show economic status and differentiation. For retailers it's crucial to be able to fulfill this, so we need to understand differences between the shopper experience, and the emotional meaning of mobile technology for people. This paper will address the answer to the question: "How should retailers offer a unique experience in the point of sale, according to the motivations and expectations of buyers?"
Despite the efforts of global organisations, governments and companies in controlling illicit trade, the phenomenon continues to be a latent threat for the global economy. According to the World Economic Forum, the global value of illicit trade and transnational activities is estimated at between 8% and 15% of global GDP, potentially reaching as high as US$12 trillion in 2014. Each year, an increasing number of goods and brands are affected by illicit trade. To help the business community understand and define strategies to deal with the growing threat posed by the illicit trade, Euromonitor International has conducted extensive research on this topic. With this paper, we aim to draw attention to a global issue and describe the main winners and losers of the illicit trade.
This paper outlines the power of methodological integration as a journey to new findings - allowing business inquiries to be properly addressed. Through this case we prove the efficiency of an integrated model from a remix of methodologies, which incorporated qualitative, ethnographic and quantitative techniques aimed at finding opportunities for the development and positioning of a brand in a highly competitive and demanding environment.
ESOMAR Foundation: Speech by Finn Raben, ESOMAR Director General.