This paper is evidence of the success of a client research company partnership, an efficient use of multivariate analysis, a creative system to define potential for social mobility and an innovative application of results.
This paper provides an assessment of private labels from the perspective of Latin America, and specifically from the six leading economies of Latin America: Argentina, Brazil, Chile, Colombia, Mexico and Peru, as a response to the following questions received from ESOMAR regarding private labels in Latin America: -What is the role of private labels in your region and how has it changed in the past five years?-What are the factors influencing this change?-What are the characteristics impacting private label spending? -What sectors/categories have been more/less affected by the role of private label?-Are there sectors/categories where brands are impervious to the presence of private label? -What are your predictions of the future role of Private Labels? -Are Private Labels the brands of tomorrow? -What is the future of brands that we know today?
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.
Within Latin America there are significant cultural differences, and in particular, differences in the way a population behaves, which reflects on purchase and usage habits in terms of products and services. There are also markets with very different development stages, diverse production scales and a wide range of economical policies. On the other hand, the impact of globalization and the fast and intense technological evolution, as well as the improvement of the infrastructure in the entire region, have contributed to a greater cultural, political and economical proximity across countries, and have triggered a changing process that moves to very similar scenarios. This paper provides an overview of market research activity in Latin America, as compared to other areas of the world, and characteristics of this market and ends with recommendations to eliminate or reduce some difficulties in conducting international projects within Latin America.
The use of the 'recall' methodology for radio audience measurement is widely adopted for good quality results and positive cost-benefit relationship. Nevertheless, although very effective for the evaluation of the station's performance, it presents important limitations for planning advertising for this medium as it does not allow the simulation of campaign results (reach, frequency and frequency distribution).Research using 'panel' methodology is an effective alternative, but with high implementation and maintenance costs, considering the necessary sample size to represent a very fragmented behavior. This paper delves into a creative alternative for the use of fusion algorithms to build a virtual panel from a group of individual respondents using a 'recall' survey.This proposal allows the joining of the advantages of the recall research (practicality and low cost) with the benefits of the 'panel' survey (possibility of campaign simulations), preserving the quality of the results.
The harmonization criteria regarding TV measurement across countries is now a reality in Latin America with a pan-regional TV rating database in its first stage with Argentina, Brazil, Chile and Mexico audiences. The objective of this paper is not only to describe the homologation process in the region but also to encourage the analyses of harmonized information at a pan-regional level. In the past year, due to the recent recession that has impacted Latin America, the authors have detected weakening efforts and interests towards the globalization of information, something they consider to be a great loss for the long-term plan of the industry. In time of crisis analysis must be increased to optimize return of investment.
The paper describes working principles of the new equipment, the Sniffer, a singular conceptual update of old people meter systems that solves some emergent problems of TV audience measurement, mainly those related to the diversity of the dynamically changing tuning alternatives. The new meter is already implemented in a 600 household people meter TV panel running in Sao Paulo, Brazil since the second half of 1996. Authors provide data to evaluate its performance.
The hyperinflation prolonged at decade in 80 and principle gives decade in 90 brought to Brazil characteristics much special in behavior two consumers how much at shopping, would you like be exuding good part gives population of this category, would you like printing attitudes typical in survive economy in war. With The stabilization economic panorama have changed dramatically. And what we will show through of side dish of behavior in purchase of panel national in consumers, sample national in six thousand domiciles, whose behavior in purchase and monitored weekly.
The long period of hyperinflation during the eighties and the beginning of this decade brought very specific buying behavior to Brazilian consumers, be it through the exclusion of a large segment of the population or by purchase attitudes similar to a war economy. With the stabilization of the economy the scenario changed dramatically. This is evidenced through the data of the national consumer panel, with its sample of 6 households, with weekly tracked buying behavior.
This paper presents an overview of Pay Television in Latin America, considering the different transmission modalities: cable, MMDS, DBS and DTK. It will be shown that Pay Television is quite under-developed in the continent, whereas broadcast television is the leading medium in this area of the world. The paper also presents a 5-year forecast for the expansion of Pay TV, resulting mainly from DTH launching in Latin America.