Abstract:
Global brands are increasingly facing the challenge of gaining relevance in local cultures. While a âglocalâ approach seems the natural way to go, in reality, mapping local regions and developing a strategic approach for each while maintaining a unified brand essence is seldom easy. In this joint presentation between Unilever and De la Riva Group, we'll share the two major breakthroughs of our project Ethno-Food Truck, a culinary roadtrip across Mexico to understand regional differences in food culture. We will look into the relation between information quality and recruitment technique: how a more organic approach to participantsâ promotes more profound answers; and the advantages of allowing our clients real-time access to the results so as to favour results application over mere exhibition.
Research Papers
The joy of research
Catalogue: Congress 2016: #WOW
Authors: Adelina Vaca, Leticia Chárraga
 
September 22, 2016
Videos
Fortune of the commons
Catalogue: Congress 2018
Authors: Ines Cuevas, Sofia Zacarias
Company: De La Riva Group
September 23, 2018
Research Papers
Standing out from the crowd
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Christian Kurz, Anna Noel Taylor, Ian Wright, Jo McIlvenna, Ben Allen, Kerri Fortune
Companies: Viacom International Media Networks, Tapestry
September 8, 2019
