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Videos

Giving control of your history to participants

Facts are nothing without stories. Instead of a traditional qualitative campaign pre-test where participants evaluate stimuli, we created a museum with Corona's (AB inBev) history and focused on how consumers re-built it into stories.

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Ángeles Rodríguez, Elisa Romo
Companies: De La Riva Group, AB InBev
September 8, 2019
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Citation

Rodríguez and Romo (2019a, September 08). Giving control of your history to participants. ANA - ESOMAR. Retrieved January 20, 2025, from


https://ana.esomar.org/documents/giving-control-of-your-history-to-participants-10729


Videos

Content-based research

The objective of this work is to describe the four stages to create a successful digital laboratory, which allows, for example, testing territories of communication in social networks. This would mean that it is possible to pre-test the content of a...

Catalogue: Congress 2019: The Global Data & Insights Summit
Author: Erick Morales Donde
Company: De La Riva Group
September 8, 2019
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Citation

Morales Donde, E. (2019a, September 08). Content-based research. ANA - ESOMAR. Retrieved January 20, 2025, from


https://ana.esomar.org/documents/content-based-research-10698


Videos

Content-based research (Spanish)

The objective of this work is to describe the four stages to create a successful digital laboratory, which allows, for example, testing territories of communication in social networks. This would mean that it is possible to pre-test the content of a...

Catalogue: Latin America 2019
Author: Erick Morales Donde
Company: De La Riva Group
April 9, 2019
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Citation

Morales Donde, E. (2019a, April 09). Content-based research (Spanish). ANA - ESOMAR. Retrieved January 20, 2025, from


https://ana.esomar.org/documents/content-based-research-spanish-


Videos

Fortune of the commons

We needed to understand motivations behind the consumption of a street snack known as "Snacks-locos", which was gaining popularity in different cities in Mexico. When we transformed the consumers into researchers, we not only received the best...

Catalogue: Congress 2018
Authors: Ines Cuevas, Sofia Zacarias
Company: De La Riva Group
September 23, 2018
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Citation

Cuevas and Zacarias (2018a, September 23). Fortune of the commons. ANA - ESOMAR. Retrieved January 20, 2025, from


https://ana.esomar.org/documents/fortune-of-the-commons


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 January 20, 2025, from


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