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Research papers

Kaleidoscope project

This paper describes the methodological relevance of ethnography in the development of an integrated communication strategy for both Brazil and Mexico, taking into consideration the cultural distance between these two countries.The results of a study...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Richardson Nelson, Andréa Lima, Paula Luz
October 24, 2004

Research papers

A better practice approach for developing advertising

Trident White was successfully relaunched in the Mexican market, in large part due to the strength of its advertising.By applying research and knowledge early on and at various stages of the advertising development and airing process, the Trident...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Gonzalo Perez-Duarte, Raúl Tena
October 24, 2004

Research papers

Challenging stereotypes

This paper aims at analyzing the particular features taken on by a segment commonly called the young population, defined as such only on the basis of an age bracket classification, in a country marked by political, economical and social instability....

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Mónica S. Markwald, Daniela Pérez Lloveras
Company: Markwald La Madrid & Asociados
October 24, 2004

Research papers

Developing a decision-making system to build a new corporate image

This paper presents the development of a second-generation strategic business concept for Farmacity, a company that led the implantation of a new full service retail business model in Argentina.The Project has been completely developed and is now...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Mariela Mociulsky, Esteban Foulkes, Federico Mahon, Guillermo Bustos, Carmen Suen Blanc, Carolina Porcari, Fernando Moiguer
Companies: The Leading Edge, Compañia de Negocios Moiguer
October 24, 2004

Research papers

Women of Class C

This paper is evidence of the success of a client research company partnership, an efficient use of multivariate analysis, a creative system to define potential for social mobility and an innovative application of results.

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Andrea Costa, Katia de Freitas Benchimol, Nelsom Marangoni
Company: IBOPE Inteligencia
October 24, 2004

Research papers

"I like it"... Whatever that means (Spanish)

This paper discusses the discipline known as Sensory Evaluation and the importance it gives to language, be it to understand the consumer's spontaneous thinking or to explain perceivable product characteristics. The paper also addresses how these two...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Author: Daniel L. Pedrero
October 24, 2004

Research papers

Nutrition in Mexico: Differences between claims and reality

The purpose of this paper is to give a clear picture on the limitations of the information obtained through focus group sessions in relation to certain topics, and the possibility of improving consumer insights through direct observation or...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Manuel Barberena, Orly Marcovich
Company: Pearson S.A. de C.V.
October 24, 2004

Research papers

Segmentation of Hispanic consumers in the United States based on the new acculturation model

The purpose of this paper is to provide a brief history of Acculturation Models as well as a new recommended approach to sub-segmenting the U.S. Hispanic market. There are discussions on other factors related to acculturation that may affect the way...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Gustavo Alvarez, Ricardo J. Alvarez
Company: Ipsos MRBI
October 24, 2004

Research papers

Tradition in Mexican families

From February - April 2003, Millward Brown conducted an in-depth study to obtain a general vision of the current Mexican family. This paper shares part of what was learned.

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Author: Andres López Fernández
Company: KANTAR TNS Malaysia
October 24, 2004