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Giving control of your history to participants

Date of publication: September 8, 2019

Catalogue: Congress 2019: The Global Data & Insights Summit

Companies: De La Riva Group, AB InBev

Authors: Ángeles Rodríguez, Daniel Cárdenas, Elisa Romo

Abstract:

Facts are nothing without stories. Instead of a traditional qualitative campaign pre-test where participants evaluate stimuli, we created a museum with Corona's (AB inBev) history and focused on how consumers re-built it into stories.


Ángeles Rodríguez

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Daniel Cárdenas

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Elisa Romo

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Videos

Giving control of your history to participants

Catalogue: Congress 2019: The Global Data & Insights Summit

Authors: Ángeles Rodríguez, Elisa Romo

Companies: De La Riva Group, AB InBev

September 8, 2019

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Citation

Rodríguez and Romo (2019a, September 08). Giving control of your history to participants. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/giving-control-of-your-history-to-participants-10729


Research Papers

The myth of the invincible global brand

Catalogue: Latin America 2008

Authors: Jorge Alagon, Nigel Hollis

Company: KANTAR TNS Malaysia

May 13, 2008

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Citation

Alagon and Hollis (2008a, May 13). The myth of the invincible global brand. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/the-myth-of-the-invincible-global-brand


Research Papers

The production of a 'consumer' based strategy plan for the Museum of Victoria

Catalogue: Seminar 1990: Research And Marketing For The Arts

Authors: Simon McCall, Malcolm Ellenport

 

June 15, 1990

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Citation

McCall and Ellenport (1990a, June 15). The production of a 'consumer' based strategy plan for the Museum of Victoria. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/the-production-of-a-consumer-based-strategy-plan-for-the-museum-of-victoria


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Citation

Rodríguez, Cárdenas and Romo (2019a, September 08). Giving control of your history to participants. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/the-production-of-a-consumer-based-strategy-plan-for-the-museum-of-victoria