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Research papers

Ode to the unsung hero - Navigating the turbulent waters of research

This presentation provides a sneak peek into the multi-million research practice that aims to take one of the world's most-valued brands to lead its markets. It depicts how Coca-Cola has engineered a solution to one of research's oldest problems: how...

Catalogue: Congress 2012: Accelerating Excellence
Authors: Javier Quinones, Veronica Moreno, Patricio Pagani
Companies: Infotools, The Coca-Cola Company
September 13, 2012
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Citation

Quinones, Moreno and Pagani (2012a, September 13). Ode to the unsung hero - Navigating the turbulent waters of research. ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/ode-to-the-unsung-hero---navigating-the-turbulent-waters-of-research


Research papers

ESOMAR practical guide on cookies

This Practical Guide offers guidance to the market, social and opinion researchers who use Cookies and similar technologies such as web beacons when conducting online activities on how to implement the European Union's (EU) new e-Privacy Directive...

Catalogue: ESOMAR Codes And Guidelines
Author: ESOMAR B.V.
July 15, 2012
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Citation

B.V., E. (2012a, July 15). ESOMAR practical guide on cookies . ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/esomar-practical-guide-on-cookies-


Research papers

Sustainable Brazil

This work goes back to political and economic factors that led to the emergence of a new middle class in Brazil, as well as the development of the Brazilian and global debate on sustainability and conscious consumption. It shows the effect of this...

Catalogue: Latin America 2012: Uncovering Opportunities
Author: Mário Mattos
Company: GfK
May 3, 2012
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Citation

Mattos, M. (2012a, May 03). Sustainable Brazil. ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/sustainable-brazil


Research papers

Should Latin America fall in love with shopper mobile research?

The idea of the 'Digital Era' is dead. People are not becoming more connected- they were simply never disconnected. Mobile usage is at unprecedented levels in countries around the world, with mobile usage in some emerging markets surpassing usage in...

Catalogue: Latin America 2012: Uncovering Opportunities
Authors: Fabio Martins, Armando Mora
Company: Ipsos MRBI
May 3, 2012
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Citation

Martins and Mora (2012a, May 03). Should Latin America fall in love with shopper mobile research?. ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/should-latin-america-fall-in-love-with-shopper-mobile-research-


Research papers

Preparing for the new era

To adapt and thrive in an ever-evolving world, businesses in Latin America must be willing to look at alternative research methodologies to make sense of dynamic and complicated consumer segments. Of the new research techniques circulating and...

Catalogue: Latin America 2012: Uncovering Opportunities
Author: Dan Hill
Company: Sensory Logic
May 3, 2012
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Citation

Hill, D. (2012a, May 03). Preparing for the new era. ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/preparing-for-the-new-era


Research papers

Digital boost in Latin America

Latin America will be boasting of the greatest Internet growth in the coming years. However, it is the unique character of the online world which makes the internet a natural and attractive medium for marketers to connect with consumers. To...

Catalogue: Latin America 2012: Uncovering Opportunities
Author: Alexandro Herrera
Company: KANTAR TNS Malaysia
May 3, 2012
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Citation

Herrera, A. (2012a, May 03). Digital boost in Latin America. ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/digital-boost-in-latin-america


Research papers

The power of Pacha Mama

The results of this research project opens new possibilities of including new research approaches where one can find innovative material contributing to the successful construction of powerful local brands. Working in the examination of the...

Catalogue: Latin America 2012: Uncovering Opportunities
Authors: María Augusta Iturralde, Julia Paez
Companies: Apoyo, Neurosketch
May 3, 2012
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Citation

Iturralde and Paez (2012a, May 03). The power of Pacha Mama. ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/the-power-of-pacha-mama


Research papers

How to continue being a culturally relevant brand?

The business challenge was clear ... to maintain and enhance Coca-Cola's value as a cultural icon. The objective was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today. The final goal...

Catalogue: Latin America 2012: Uncovering Opportunities
Author: Omar Fuentes
Company: The Coca-Cola Company
May 3, 2012
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Citation

Fuentes, O. (2012a, May 03). How to continue being a culturally relevant brand?. ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/how-to-continue-being-a-culturally-relevant-brand-


Research papers

The kids are alright! The global family today

Family fusion, cohesion and roles have changed rapidly in recent times, unlike previous generations, decision making within families across a wide range of issues and brand purchase is almost entirely collaborative. The generation gap is closed and...

Catalogue: Latin America 2012: Uncovering Opportunities
Author: Noel Gladstone
Company: Viacom International Media Networks
May 3, 2012
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Citation

Gladstone, N. (2012a, May 03). The kids are alright! The global family today . ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/the-kids-are-alright-the-global-family-today-