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Research papers

A look to the global crisis in Latin America

The result of traditional research, ethnographic observation and neuro-marketing approaches, this presentation is based on a profound understanding of the Mexican experience in crises (beyond the economic crisis), parting from the theoretical...

Catalogue: Latin America 2010: The Innovation Journey
Authors: Alicia Martín del Campo, Gloria Hidalgo
Company: Qualimerc S.C.
May 21, 2010

Research papers

Knowing the consumer through the eyes of others

This paper addresses the Two-Way Mirror method for its application in qualitative market research as a manner to approach the consumer's understanding through the consumer himself. This helps detect feelings, motivations and insights directly...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Alicia Martín del Campo, Mónica García
Companies: Qualimerc S.C., Unilever
March 30, 2003