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Videos
From BoP to emerging middle classes in Latin America
The Bottom of the Pyramid represents an exciting target segment for many consumer goods companies - in Brazil alone there are 2.2 million households with a disposable income below US$2,500. In order to reach these consumers, businesses must first of...
Catalogue: Latin America 2014: Accelerating Growth
Authors: Sarah Boumphrey, Scott Rencher
June 15, 2014
Videos
Rowing against the tide or surfing the new wave?
How do we address the consumerâs research needs in emerging markets where the following hurdles are to be faced: rare, and multiple official languages; logistical difficulties; lack of infrastructure; illiteracy and low levels of consumer...
Catalogue: Congress 2014: What Inspires?
Authors: Massimo Cealti, Nicolas Siega
June 15, 2014
Research papers
From BoP to emerging middle classes in Latin America
The Bottom of the Pyramid represents an exciting target segment for many consumer goods companies - in Brazil alone there are 2.2 million households with a disposable income below US$2,500. In order to reach these consumers, businesses must first of...
Catalogue: Latin America 2014: Accelerating Growth
Author: Sarah Boumphrey
Company: Euromonitor International
April 4, 2014
Research papers
Twitter
The purpose of this research is to provide qualitative content analysis of motivation as a relevant category in the relationship between user and brand - in the Twitter context. One hundred Twitter profiles were downloaded, for the researcher's...
Catalogue: Latin America 2014: Accelerating Growth
Authors: MarÃa Angélica Aya Zarate, Andrea Marcela Durán Sánchez
April 4, 2014
Research papers
Recreating AlaTurca
In order to achieve radical innovation, companies require an increasingly deep understanding of consumers’ wants and needs. Three challenges that consumer insights teams are faced with are detailed, and a design-driven approach offered that...
Catalogue: Qualitative 2013: Brilliant Transformations
Authors: Pieter Desmet, Erkan Balkan, Deger Ozkaramanli, Steven Fokkinga, Eapen George
November 20, 2013
Videos
Recreating AlaTurca
In order to achieve radical innovation, companies require an increasingly deep understanding of consumersâ wants and needs. Three challenges that consumer insights teams are faced with are detailed, and a design-driven approach offered that uses...
Catalogue: Qualitative 2013: Brilliant Transformations
Authors: Pieter Desmet, Steven Fokkinga, Erkan Balkan, Eapen George, Deger Ozkaramanli
June 15, 2013
Research papers
What's a nice insight like you doing in a concept like this?
Great consumer insights can inspire powerful product ideas, which in turn should be transformed into winning concepts. And yet, as marketers increase their expertise at uncovering insights and truly understanding their consumers' needs, there is a...
Catalogue: Congress 2012: Accelerating Excellence
Authors: Lee Markowitz, Barbara Garau, Lourdes Alvarez-Chavarria
Company: Ipsos MRBI
September 13, 2012
Research papers
