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Research papers

Wee yet mighty: Latin America's kids

Children are direct consumers of a series of products, in addition to influencing the purchase of certain products and services consumed in their homes. The influence they exert or their consumption habits are not identical across the different...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004
Authors: Mónica La Madrid, Telma Urich
Company: Markwald La Madrid & Asociados
April 18, 2004

Research papers

What's new in Latin America?

It is very difficult for the headquarters of multinational corporations, for offshore firms without local branches, or for market research institutes without local associates, to evaluate the market research undertaken in the Latin American region,...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Mónica La Madrid
May 5, 1991

Research papers

Are Latin America's children becoming globalized?

Latin American children have certain common traits, some rooted in their shared culture, others based on increasingly globalized industry proposals. The myriad of identical stimuli (from television programs to toys) in addition to important...

Catalogue: Latin America 2005
Author: Mónica La Madrid
June 15, 2005

Research papers

The universal and the singular, the permanent and the ephemeral

This paper delves into children and their relationship with the characters that make up their world, their features, origins, aesthetics, the stories in which they are involved and the different roles played. Preferences for local vs. global, fiction...

Catalogue: Latin America 2002
Authors: Mónica La Madrid, Telma Urich
Company: Markwald La Madrid & Asociados
May 12, 2002