The YES (Young ESOMAR Society) Award Winners for the LATAM Insight Festival 2020 are:- Nowadays Approaches to Offline Experience from Scarlett Cabrera, Red Thread, Peru- Digging into the Gram from Sharon Weygers, Datum, Peru
Brand purpose, social trends: Consumer segmentation based on their needs, thoughts and values.
Brand purpose, social trends: Consumer segmentation based on their needs, thoughts and values.
Yanbal has traditionally succeeded through Catalog Sales and a strong personal contact between their consumer and its salesforce. Technology, on the other hand, and specifically digital access, has become an important part of everyday activities. How would technology affect this business model? Will the purchase decisions and even the actual purchase be affected with the irruption of mobile devices and online access in Yanbal's consumer base? This paper will analyze its possible impact on the current business model through the combination of two innovative research methodologies: behavioral tracking and online communities.