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Research papers

Sustainable Brazil

This work goes back to political and economic factors that led to the emergence of a new middle class in Brazil, as well as the development of the Brazilian and global debate on sustainability and conscious consumption. It shows the effect of this...

Catalogue: Latin America 2012: Uncovering Opportunities
Author: Mário Mattos
Company: GfK
May 3, 2012

Research papers

Should Latin America fall in love with shopper mobile research?

The idea of the 'Digital Era' is dead. People are not becoming more connected- they were simply never disconnected. Mobile usage is at unprecedented levels in countries around the world, with mobile usage in some emerging markets surpassing usage in...

Catalogue: Latin America 2012: Uncovering Opportunities
Authors: Fabio Martins, Armando Mora
Company: Ipsos MRBI
May 3, 2012

Research papers

Preparing for the new era

To adapt and thrive in an ever-evolving world, businesses in Latin America must be willing to look at alternative research methodologies to make sense of dynamic and complicated consumer segments. Of the new research techniques circulating and...

Catalogue: Latin America 2012: Uncovering Opportunities
Author: Dan Hill
Company: Sensory Logic
May 3, 2012

Research papers

Digital boost in Latin America

Latin America will be boasting of the greatest Internet growth in the coming years. However, it is the unique character of the online world which makes the internet a natural and attractive medium for marketers to connect with consumers. To...

Catalogue: Latin America 2012: Uncovering Opportunities
Author: Alexandro Herrera
Company: KANTAR TNS Malaysia
May 3, 2012

Research papers

The power of Pacha Mama

The results of this research project opens new possibilities of including new research approaches where one can find innovative material contributing to the successful construction of powerful local brands. Working in the examination of the...

Catalogue: Latin America 2012: Uncovering Opportunities
Authors: María Augusta Iturralde, Julia Paez
Companies: Apoyo, Neurosketch
May 3, 2012

Research papers

How to continue being a culturally relevant brand?

The business challenge was clear ... to maintain and enhance Coca-Cola's value as a cultural icon. The objective was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today. The final goal...

Catalogue: Latin America 2012: Uncovering Opportunities
Author: Omar Fuentes
Company: The Coca-Cola Company
May 3, 2012

Research papers

The kids are alright! The global family today

Family fusion, cohesion and roles have changed rapidly in recent times, unlike previous generations, decision making within families across a wide range of issues and brand purchase is almost entirely collaborative. The generation gap is closed and...

Catalogue: Latin America 2012: Uncovering Opportunities
Author: Noel Gladstone
Company: Viacom International Media Networks
May 3, 2012

Research papers

When tomorrow becomes today

This presentation opens the Digital-Innovation discussion, providing an overview of how new technologies, telecommunications and the internet are key to understanding the new research of this decade. Research today is reviewed, with its deficiencies,...

Catalogue: Latin America 2012: Uncovering Opportunities
Author: Daniel Cunill
May 3, 2012

Research papers

New faces, new roles, new ways, a new Latin America

The impactful transformation and configuration of the various Latin American societies is tackled in this presentation, be it in their consumption, the possibilities for economic development, the employment challenges faced by the young, the changes...

Catalogue: Latin America 2012: Uncovering Opportunities
Authors: Luis Woldenberg Karakowsky, Dolores Sánchez
Company: NODO
May 3, 2012