Tracing brands amidst the crisis in Argentina

Date of publication: November 10, 2002

Abstract:

Qualitative Research usually takes and observes intelligent photographs of social and consumer behavior, assuming that the evolution between points of observation is relatively linear. But movements are not linear, pictures are not valid and propositions fail. This is because when the social crisis is extreme, the change involves directions and values. In these scenarios, the health of brands is only secured by accompanying customers. As customers move constantly, a continuous instrument is required. In order to build decision-making instruments, the presenters articulate a continuous observatory of social behavior with a weekly branding strategies' Brand Lab.This analytical 'film' traces the evolution of social change, enabling detection of behaviors and implementation of actions and decisions in real time. With these instruments, Coca-Cola, McDonalds, Kraft, Blockbuster, Royal Ahold and Bimbo are feeding their decision-making processes in Argentina today.

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