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Videos

Redesigning a brand tracker

Main impact:As the Latin Airline giants TAM and LAN merged, they faced a whole host of challenges ahead of them as they looked to restructure and gain efficiencies, whilst shaping a strategy for the new LATAM brand. They joined forces with MESH...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Marcello Garritano, Priscila Tavares
Company: MESH Experience
May 14, 2018
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Citation

Garritano and Tavares (2018a, May 14). Redesigning a brand tracker. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/redesigning-a-brand-tracker-9313


Videos

Building iconic brands (Spanish)

Quilmes is the classic beer brand in Argentina. In the last decade, it has been losing market share, and its affinity with consumers has been decreasing.AB Inbev has the challenge to change the trends in a mature market in which the leader is been...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Sebastian Corzo, Federico Barallobre
Companies: AB InBev, Kantar
May 14, 2018
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Citation

Corzo and Barallobre (2018a, May 14). Building iconic brands (Spanish). ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/building-iconic-brands-spanish-


Videos

Beyond traditionalism (Spanish)

For too long, Latin American markets in general, the Mexican one in particular, have been characterized as "traditional", a backwater of relative stillness with a few quirks that can be managed by avoiding a few taboos and promoting some degree of...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Alfredo Troncoso, Elisa Romero
Companies: De La Riva Group, AB InBev
May 14, 2018
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Citation

Troncoso and Romero (2018a, May 14). Beyond traditionalism (Spanish). ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/beyond-traditionalism-spanish-


Videos
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Citation

Rivera and Lock (2018a, May 14). Modeling insights with ESPN. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/modeling-insights-with-espn


Videos

PEPFlix (Spanish)

Imagine this: your boss gives you the task to increase sales to each of your customers (you have 300 customers) but you only have 5 minutes to convince them. By the way, do not assume that your customers will give you their full attention during...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Author: Javier Cohenar
Company: PepsiCo
May 14, 2018
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Citation

Cohenar, J. (2018a, May 14). PEPFlix (Spanish). ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/pepflix-spanish-


Videos

McDonald's deeper consumer understanding

Unable to develop a truly consumer-centric strategy based on their current research practices, McDonald's endeavoured on a new segmentation approach that enabled them to deep-dive into their consumer segments & need states, learn which ones...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Oscar Yuan, Gabriela Basabe
Company: McDonald's Corporation
May 14, 2018
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Citation

Yuan and Basabe (2018a, May 14). McDonald's deeper consumer understanding. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/mcdonald-s-deeper-consumer-understanding-9306


Videos

Brain systems and brand experiences

The consumer decision environment is changing both in macro and micro. The rhythm of these changes is incredibly fast, both in social and technological aspects and affect the way people interact, communicate and buy brands. From human understanding...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Juliana Oliveira, Maria Carolina Rodrigues
Company: Ipsos MRBI
May 14, 2018
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Citation

Oliveira and Rodrigues (2018a, May 14). Brain systems and brand experiences. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/brain-systems-and-brand-experiences-9297


Videos

Estas para algo dulce, estas para un Danette: A 360 campaign born in a 360 listening

2016 was coming to an end but in Danette we had no reasons to celebrate. Since 2013 the brand had decreased 23% its volume and 26% its penetration. As we knew consumers still loved our products we revised our communication. For 3 years we had been...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Author: Justo Saenz
Company: Danone
May 14, 2018
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Citation

Saenz, J. (2018a, May 14). Estas para algo dulce, estas para un Danette: A 360 campaign born in a 360 listening . ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/estas-para-algo-dulce-estas-para-un-danette-a-360-campaign-born-in-a-360-listening-


Videos

Identifying and sizing growth opportunities for brands trough mapping the consumer journey

The Consumer Decision Journey is one of the most researched areas in the marketing community. However, it's still a challenge for many companies to transform insights obtained through this model into actions that deliver revenues. To truly leverage...

Catalogue: Asia Pacific 2018: Data Research Insights Vision Excellence
Authors: Hernan Sanchez, Yee Mei Chan
Company: Kantar
May 13, 2018
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Citation

Sanchez and Chan (2018a, May 13). Identifying and sizing growth opportunities for brands trough mapping the consumer journey . ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/identifying-and-sizing-growth-opportunities-for-brands-trough-mapping-the-consumer-journey-