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Research papers

How can premium brands survive during an economic recession?

The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program.The paper shows the importance of a systematic research-based approach...

Catalogue: Latin America 2005
Authors: Alex Gofman, Karol Sapiro, Mara Pezzotti, Renata Stefaneli, Alan Grabowsky, Howard R. Moskowitz
Companies: Unilever, ABACO Research, Moskowitz Jacobs Inc.
October 23, 2005

Research papers

The effectiveness of customer satisfaction measurements

This paper illustrates the evolution of the dealership training for Ford of Mexico with the global customer satisfaction program, Customer Viewpoint. Ford of Mexico evolved from communicating research results to integrating a battery of highly...

Catalogue: Latin America 2005
Authors: Jorge Cherbosque, Leopold Zuniga Hernandez, Angela Momney
Company: RDA Group, INC
October 23, 2005

Research papers

The interaction between media, technology and youth (Spanish)

This paper reflects the new relationships the young people of Latin Americans from Argentina, Chile, Colombia, Ecuador, Mexico and Uruguay connected to Internet are establishing through this medium. The Internet has opened up a new world in...

Catalogue: Latin America 2005
Author: Nora D'Alessio
October 23, 2005

Research papers

Learning about consumers through a new bricolage

This paper describes how Brazilian women and youth deal with challenges as they pass through lifestages.The research method melds qualitative methodologies with a new approach to exploring the context of category, brand or communication drivers as...

Catalogue: Latin America 2005
Authors: Jem Wallis, Rob Marjenberg, Zilda Knoploch
October 23, 2005

Research papers

Generating reliable insights for communication development

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry. The...

Catalogue: Latin America 2005
Authors: Pablo Sanchez Khon, Gaston Suarez Crothers, Maite Descouvieres Vargas, Pablo Gonzalez Vicente
October 23, 2005

Research papers

Perceptions of survey participation

As market research achieves maturity in Brazil and Mexico, some of the very same problems crippling practitioners in North America and Europe show up in survey cooperation trends and the issue of the vanishing respondent.This paper focuses on these...

Catalogue: Latin America 2005
Authors: Francisco Abundis, Leonardo Athias, Fabián Echegaray
Company: Market Analysis
October 23, 2005

Research papers

The globalized commercial model

This paper presents an outline and vision of the Globalized Commercial Model and its application to the working relationship between North and Latin America within the context of the marketing research discipline. A framework as well as a paradigm is...

Catalogue: Latin America 2005
Author: Michael Francesco Alioto
Company: Market Probe International Inc.
October 23, 2005

Research papers

Young families: Changes and trends

Current sociocultural changes have direct consequences on families and family dynamics. With respect to young families, this means: a) configuring a specific lifestyle; b) the appearance of a new segment, couples with dual incomes and no kids...

Catalogue: Latin America 2005
Authors: Mauricio Yuraszeck, Andres López Fernández
Company: KANTAR TNS Malaysia
October 23, 2005

Research papers

The interaction between media, technology and youth

This paper reflects the new relationships the young people of Latin Americans from Argentina, Chile, Colombia, Ecuador, Mexico and Uruguay connected to Internet are establishing through this medium. The Internet has opened up a new world in...

Catalogue: Latin America 2005
Author: Nora D'Alessio
October 23, 2005