Abstract:
The main purpose of this article is to demonstrate that traditional market research won't necessarily function in Cuba. Rather, in this recently opened market, strategic research processes should begin by understanding the country's social context. Specifically, this article presents the highlights of a study to segment the consumers in Cuba. The emphasis is not to explain the results of the study but also to illustrate the intricate process of running a study in the country.
Magazines
Research World (July/August 2009)
Catalogue: Research World 2009
Author: ESOMAR B.V.
 
August 1, 2009
Research Papers
Sustainable tourism
Catalogue: Latin America 2020 - Insights Festival
Author: Julia Fillingame
Company: Euromonitor International
October 19, 2020
Videos
How to conduct research in a virgin market (Spanish)
Catalogue: Latin America 2017: #IN
Author: Fernando Alvarez
 
June 15, 2017
