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

From pillage to association (Spanish)

This paper examines the recent changes with respect to Spain’s image in Latin America, related to its prominent position as foreign investor in the region. The interest of this topic lies in several aspects. The first is macroeconomic and...

Catalogue: Latin America 2001

Authors: Gastón Martínez Heres, Paulo Carramenha

May 1, 2001

Validity of consumer predicting variables used in marketing research (Spanish)

This paper presents the main findings obtained through a longitudinal study on housewives. Its main goal is to establish the predictive capacity of interbrand consumption that offers a series of variables or measuring instruments which have been...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Jose Luis Leon, Elena Olabarri

September 1, 1992

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

Social media meets Artificial Intelligence (Spanish)

How to extract valuable insights from a noisy medium such as Twitter? Our approach is to use artificial intelligence to extract semantic features from the data. Once these features are extracted we can use machine learning techniques to extract...

Catalogue: Latin America 2017: #IN

Authors: Horacio Gonzalez, Moisés Arizpe

Company: KANTAR TNS Malaysia

June 15, 2017

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

How to conduct research in a virgin market (Spanish)

The presentation will be done based on the learnings of doing the first market research study done in Cuba, BrandZTM. BrandZTM is a brand valuation conducted by Kantar Vermeer's, a leading brand valuation and strategy consultancy. The methodology...

Catalogue: Latin America 2017: #IN

Author: Fernando Alvarez

June 15, 2017

Coca-Cola culture club (Spanish)

This presentation explores how Coca-Cola's culture of high brand execution performance in the point of sale and a tracking technological solution can leverage channel and trade strategy to the next level. It will showcase how transferring and...

Catalogue: Latin America 2016: Research Renovation

Authors: Gabriel Neira, Jorge Fonseca

Companies: Dichter & Neira , The Coca-Cola Company

June 15, 2016

Enhancing an Advertising Space with a Single-Source View of its Audience

Measuring consumers? responses to advertising stimuli was a foundational demand for the industry. Since the very first days of the commercial use of radio and TV spaces, advertisers have commissioned researchers to find out if their targets were...

Catalogue: Latin America 2023

Authors: Ben Boix, Daniela Martinez, Alejandro Etchart

April 24, 2023