Abstract:

As economies like Brazil emerge, a seismic shift is taking place in the marketing budgets of global brands, out of developed markets and into those rapidly increasing in wealth and influence. What does this mean for market research? The opportunities, issues and practicalities of conducting research in Latin America are explored, using interviews with clients and agencies from the region as well as showcasing the proprietary work Pepsico and MESH are jointly conducting on Gatorade. Listen, debate and form your own views about how to capitalise on the exciting opportunities presented by Latin America and other emerging markets!