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Research papers

The contribution of qualitative research to the presidential campaign of Vicente Fox (Spanish)

Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico. Qualitative research provided the...

Catalogue: Latin America 2001
Authors: Guido Lara, Soledad Rojas
May 1, 2001

Research papers

From pillage to association (Spanish)

This paper examines the recent changes with respect to Spain’s image in Latin America, related to its prominent position as foreign investor in the region. The interest of this topic lies in several aspects. The first is macroeconomic and...

Catalogue: Latin America 2001
Authors: Gastón Martínez Heres, Paulo Carramenha
May 1, 2001

Research papers

Validity of consumer predicting variables used in marketing research (Spanish)

This paper presents the main findings obtained through a longitudinal study on housewives. Its main goal is to establish the predictive capacity of interbrand consumption that offers a series of variables or measuring instruments which have been...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Jose Luis Leon, Elena Olabarri
September 1, 1992

Research papers

Psychographic analysis of the Mexican (Spanish)

The research had two main objectives: Get to know the typologies of the Mexican on one hand, and relate them with coffee consumption. 2688 interviews were taken house by house within 27 cities of the Mexican Republic. The main results obtained were...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Abraham Nadelsticher, Fausto Rivero
Company: Nestlé
September 1, 1992

Videos

Social media meets Artificial Intelligence (Spanish)

How to extract valuable insights from a noisy medium such as Twitter? Our approach is to use artificial intelligence to extract semantic features from the data. Once these features are extracted we can use machine learning techniques to extract...

Catalogue: Latin America 2017: #IN
Authors: Horacio Gonzalez, Moisés Arizpe
Company: KANTAR TNS Malaysia
June 15, 2017

Webinars

Time to redraw all the maps (Spanish)

An exploratory journey on the importance and evolution of market research.Español: Es hora de redibujar todos los mapasUn viaje exploratorio sobre la importancia y evolución de la investigación de mercados

Catalogue: Webinars 2021
Author: Joaquim Bretcha
May 19, 2021

Videos

How to conduct research in a virgin market (Spanish)

The presentation will be done based on the learnings of doing the first market research study done in Cuba, BrandZTM. BrandZTM is a brand valuation conducted by Kantar Vermeer's, a leading brand valuation and strategy consultancy. The methodology...

Catalogue: Latin America 2017: #IN
Author: Fernando Alvarez
June 15, 2017

Videos

Coca-Cola culture club (Spanish)

This presentation explores how Coca-Cola's culture of high brand execution performance in the point of sale and a tracking technological solution can leverage channel and trade strategy to the next level. It will showcase how transferring and...

Catalogue: Latin America 2016: Research Renovation
Authors: Gabriel Neira, Jorge Fonseca
Companies: Dichter & Neira , The Coca-Cola Company
June 15, 2016

Research papers

The systemic approach to publicity evaluation (Spanish)

Advertisements constitute a powerful means of communicating and establishing cultural values throughout all of society. The receivers of these messages respond to them in terms of their vital situation as subjects and as members of social groups ....

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Marta Vaccarini, Ana Amuchastegui
September 1, 1992