Resources Library by ANA

The contribution of qualitative research to the presidential campaign of Vicente Fox (Spanish)

Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico. Qualitative research provided the...

Catalogue: Latin America 2001

Authors: Guido Lara, Soledad Rojas

May 1, 2001

Psychographic analysis of the Mexican (Spanish)

The research had two main objectives: Get to know the typologies of the Mexican on one hand, and relate them with coffee consumption. 2688 interviews were taken house by house within 27 cities of the Mexican Republic. The main results obtained were...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Abraham Nadelsticher, Fausto Rivero

Company: Nestlé

September 1, 1992

Time to redraw all the maps (Spanish)

An exploratory journey on the importance and evolution of market research.Español: Es hora de redibujar todos los mapasUn viaje exploratorio sobre la importancia y evolución de la investigación de mercados

Catalogue: Webinars 2021

Author: Joaquim Bretcha

May 19, 2021

The joy of research

Global brands are increasingly facing the challenge of gaining relevance in local cultures. While a ‘glocal’ approach seems the natural way to go, in reality, mapping local regions and developing a strategic approach for each while...

Catalogue: Congress 2016: #WOW

Authors: Adelina Vaca, Leticia Chárraga

September 22, 2016

Twitter and its conversational context (Spanish)

Digital life in our modern world has merged with the analog lives of people. The horizon of human relations, including their deepest needs and interests, has extended to the virtual space of the different social networks that have positioned...

Catalogue: Latin America 2019

Authors: Angel Heredia, Omar Schoijet

Companies: Arconte, Twitter

April 9, 2019

Is qualitative research truly developing or is it declining? (Spanish)

This document makes a dissertation on the perception current in Mexico from the assessment, definition and utilization from the investigation qualitative: The same invites to the reflection on the conception from a investigation more engaged and less...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Ernesto Reyes Escobedo

June 15, 1997

The prognosis of the past and remembrance of the future

During most of the 20th century there was no tradition in Mexico of surveying public opinion and social affairs. Aside from isolated experiences, the fields of sociology and applied social research did not cultivate public opinion measuring as an...

Catalogue: Latin America 2001

Author: Alejandro Garnica Andrade

May 1, 2001

Psychographic analysis of the Mexican

The research had two main objectives: Get to know the typologies of the Mexican on one hand, and relate them with coffee consumption. 2688 interviews were taken house by house within 27 cities of the Mexican Republic. The main results obtained were...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Abraham Nadelsticher, Fausto Rivero

Company: Nestlé

September 1, 1992

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