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Research papers

Breaking the walls between traditional and digital marketing

This work consists of a meta-analysis compiling learnings from different advertising sales experiments that ran in Latin America between 2017 and 2018. By contrasting results of measurements performed with advertising campaigns, we aim to elucidate...

Catalogue: Latin America 2019
Authors: Caio Daier, Rebecca Azevedo, Emiliano Mosca, Liliana Antunes
Companies: Facebook, Kantar
April 7, 2019
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Citation

Daier, Azevedo, Mosca and Antunes (2019a, April 07). Breaking the walls between traditional and digital marketing. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/breaking-the-walls-between-traditional-and-digital-marketing


Research papers

The challenge of a global brand in unstable times

Consumer Mood came up in a context of regional economic crisis, seeking to provide Coca-Cola with local sensitivity without losing sight of its international status. Taking care of the rest of these aforementioned points was not part of the design,...

Catalogue: Latin America 2019
Authors: Carolina Porcari, Maria Muzio, Rosaline Hester, Sabrina Scolnic
Companies: Compañia de Negocios Moiguer, The Coca-Cola Company
April 7, 2019
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Citation

Porcari, Muzio, Hester and Scolnic (2019a, April 07). The challenge of a global brand in unstable times. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/the-challenge-of-a-global-brand-in-unstable-times


Research papers

Building a pet-friendly omnichannel marketplace

As pure digital-players like Amazon and Alibaba bring the online retail experience to the offline world by opening walk- in stores loaded with Artificial Intelligence that look and feel like e-commerce solutions, we can no longer believe in an...

Catalogue: Latin America 2019
Authors: Adrian Kohan, Eduardo Sanpietro
Companies: Gentedemente, Mars Wrigley
April 7, 2019
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Citation

Kohan and Sanpietro (2019a, April 07). Building a pet-friendly omnichannel marketplace. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/building-a-pet-friendly-omnichannel-marketplace


Research papers

Twitter and its conversational context

Digital life in our modern world has merged with the analog lives of people. The horizon of human relations, including their deepest needs and interests, has extended to the virtual space of the different social networks that have positioned...

Catalogue: Latin America 2019
Authors: Angel Heredia, Omar Schoijet, Ana Victoria Garcia
Companies: Arconte, Twitter
April 7, 2019
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Citation

Heredia, Schoijet and Garcia (2019a, April 07). Twitter and its conversational context. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/twitter-and-its-conversational-context


Research papers

In-store shopper analytics

The general objective of this study is to analyze shopper's behaviour during their purchase intention processes at the retail outlet for the hair care category, specifically shampoo, and provide ELVIVE’s brand with relevant information to work...

Catalogue: Latin America 2019
Authors: Mariana Monge, Bárbara Lecaros
Companies: L'Oréal, Neurometrics
April 7, 2019
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Citation

Monge and Lecaros (2019a, April 07). In-store shopper analytics. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/in-store-shopper-analytics


Research papers

Content-based research

The objective of this paper is to describe the four stages to create a successful digital laboratory, which allows, for example, testing territories of communication in social networks. This would mean that it is possible to pre-test the content of a...

Catalogue: Latin America 2019
Author: Erick Morales Donde
Company: De La Riva Group
April 7, 2019
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Citation

Morales Donde, E. (2019a, April 07). Content-based research. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/content-based-research


Research papers

Looking inside the Digi-Qual Toolbox

As a result, new digital qualitative methodologies have emerged to begin to address these and other challenges. Based on the ESOMAR Global Market Research 2018 industry report, 43% of qualitative research is conducted using online methodologies (i.e....

Catalogue: Latin America 2019
Authors: Garnette Weber, Cláudia Mota, Dalila Antonacachi
Companies: Fine, Itracks
April 7, 2019
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Citation

Weber, Mota and Antonacachi (2019a, April 07). Looking inside the Digi-Qual Toolbox. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/looking-inside-the-digi-qual-toolbox


Research papers

Are you listening?

With Givaudan, a company always at the forefront of consumer insights of the flavours and fragrances industries, we jointly carried out a qualitative and quantitative exploration on Twitter, Facebook and Instagram to understand RTD and beer...

Catalogue: Latin America 2019
Authors: Sebastián Silva, Damián Suárez
Companies: Mega Research, Givaudan
April 7, 2019
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Citation

Silva and Suárez (2019a, April 07). Are you listening?. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/are-you-listening-


Research papers

Loohcal media, gloohbal measurement

Out-of-Home (OoH) media has always been in trouble regarding measurements. Although great effort, resources, money and time has been spent in many countries, the complexity of the media - due to its geographical dispersion, volume and granularity -...

Catalogue: Latin America 2019
Author: Daniel Cuende
Company: Cuende Infometrics
April 7, 2019
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Citation

Cuende, D. (2019a, April 07). Loohcal media, gloohbal measurement. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/loohcal-media-gloohbal-measurement