Resources Library by ANA

Kaleidoscope project

This paper describes the methodological relevance of ethnography in the development of an integrated communication strategy for both Brazil and Mexico, taking into consideration the cultural distance between these two countries.The results of a study...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Richardson Nelson, Andréa Lima, Paula Luz

October 24, 2004

Nutrition in Mexico: Differences between claims and reality

The purpose of this paper is to give a clear picture on the limitations of the information obtained through focus group sessions in relation to certain topics, and the possibility of improving consumer insights through direct observation or...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Manuel Barberena, Orly Marcovich

Company: Pearson S.A. de C.V.

October 24, 2004

Segmentation of Hispanic consumers in the United States based on the new acculturation model

The purpose of this paper is to provide a brief history of Acculturation Models as well as a new recommended approach to sub-segmenting the U.S. Hispanic market. There are discussions on other factors related to acculturation that may affect the way...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Gustavo Alvarez, Ricardo J. Alvarez

Company: Ipsos MRBI

October 24, 2004

Tradition in Mexican families

From February - April 2003, Millward Brown conducted an in-depth study to obtain a general vision of the current Mexican family. This paper shares part of what was learned.

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Author: Andres López Fernández

Company: KANTAR TNS Malaysia

October 24, 2004

Women of Brazil

This paper covers a deep study on feminine nuances both in urban Brazilian nuclei and in root communities (aboriginal, black, riparian, from the inland and the Amazon). For that purpose, it developed a new way of investigation that seeks to study...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Author: Oriana Monarca White

October 24, 2004

The 2003 MTV influential moviegoers study

This paper details the deep emotional connection young adults have with movies and the distinct actions, behaviors and attitudes involved in their movie selection process.It demonstrates that young adults, and MTV viewers in particular, are...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Elaine Nefsky, Matt Catapano, Mike Garrison

Company: Viacom International Media Networks

October 10, 2004

Direct measurement of living standards in New Zealand

The paper gives an overview of a series of linked research studies on living standards, carried out in New Zealand over the past four years. The studies were conducted by the authors, aided by other scholars.The paper is in five parts. Following an...

Catalogue: ESOMAR Public Sector Social Research 2004

Authors: John Jensen, Vasantha Krishnan, Matt Spittal

May 9, 2004

Reality TV and the growth of ethnographic/qualitative research - coincidence or context?

All research and media exist by definition, like everything else, in context. The cultural shaping of (expectations) of methodologies, presentations, analytics, and values is not a surprise and while it is easy to deride the trivialisation brought...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Author: Neil McPhee

April 18, 2004

To know you is to love you

On the basis of a program instituted by Kraft Food to better understand consumer motivations, Kraft Foods Iberia conducted a survey for one of their core categories and main brands. Through buying behavior, the group of individuals that would help...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Maria Agui, Maria Fernández

April 18, 2004