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Research papers

It's not market research. It's HBO

This paper will describe how HBO has developed an innovative market research strategy integrated into a single platform: surveys, online communities, mobile research, gamification, digital ethnography and big data analytics. We want to share with the...

Catalogue: Congress 2017: Visionary
Authors: Adriana Rocha, Mariana Gonzalez Cedraro, Laura Pellerano Berga, Susana Aiken, Ivan Casas
August 25, 2017

Research papers

From Orkut to Instagram

A lot has been said and written about social media consumers, but few empirical longitudinal studies have been done on them in Latin America. Through this study, we will see how in the past three years, important changes have occurred in the way...

Catalogue: Latin America 2014: Accelerating Growth
Author: Ivan Casas
April 4, 2014

Research papers

Internet on wheels

The e-commerce Industry has been increasing at a steady pace worldwide for the past 5 years. However, in emerging markets its relevance and accelerated growth has just started in the past 1 to 2 years and it will continue to grow as internet...

Catalogue: Latin America 2008
Authors: Ivan Casas, Gonzalo Peña, Guilherme Caldas de Castro
May 13, 2008

Research papers

Gaining synergy through multi-method research

This paper analyzes the combination of online panel surveys and face to face (using mobile devices) fieldwork methodologies. The Nokia Trends Study and a concurrent Online Panel Survey study were utilized as a base to perform parallel testing. This...

Catalogue: Panel Research 2006
Authors: Ivan Casas, Gonzalo Peña, Calixto Perez-Galan
October 8, 2006

Research papers

Nokia colors

This paper analyzes the main results of the online Product-Test eCMetrics carried out during the first quarter of 2006 to define the colors of Nokia's mobile line. The quantitative research study was performed in Argentina, Brazil, Chile, Colombia,...

Catalogue: Latin America 2006
Authors: Ivan Casas, Gonzalo Peña, Jose Sosa
October 8, 2006