Abstract:
Just after food, humor is an important symbol of Mexican pride. We like to think that our humor is unique and unmatched, which has turned it into a given for all Mexicans and, thus, a difficult subject to approach through traditional methodologies. Comedy Central had the challenge to understand Mexican humor and how it affects content consumption among young Mexicans. De la Riva Group accepted the challenge and proposed to tackle it with a mix of anthropological fieldwork, interviews with experts, analysis of social media conversation, and of content from youtubers, stand up comedians, and humor sites. Our findings showed that it is worthwhile to use humor as a brand pillar, not just for ratings but also for branding and equity.
This could also be of interest:
Videos
The data party has just begun (Spanish)
Catalogue: Latin America 2015: Carnival of Insights
Authors: Natalia Gitelman, Enric Cid, Cecilia Mastrini
Companies: DatosClaros - Octubre Research SA, Netquest
June 15, 2015
Videos
What now? (Spanish)
Catalogue: Latin America 2017: #IN
Author: Alejandro Schtulmann
 
April 5, 2017
Research Papers
Providing data just in time
Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: Johan Aucamp
 
June 15, 1994
