Ojos en el Mundo is the first market research online community, created by ProColombia, that encourages integration among Colombians living abroad, in order to gather crucial information for Colombian exporters such as consumer preferences, business opportunities, prices, shelf positions, packaging, etc. Our members called 'Lupas' (meaning 'magnifier' in Spanish) will gather this data through simple and dynamic tasks called 'Zooms'. These Zooms try to emulate market research tools where our Lupas can conduct surveys, direct observation in points of interest with photos and videos. Through this information, our analysts may have a better understanding of potential markets.
The humanitarian health crisis in Venezuela is a widespread media topic. However, what is really going on in the country? Accounts of this drama are based on limited reports mainly from people leaving the country and international players, potentially holding their own political agenda. On the other hand, objective accounts are also challenged by the difficulties in getting true responses in a context of citizens fearful of sharing their opinions to an interviewer by using any traditional fielding approach. To overcome these limitations, three independent research agencies, Fine Research, Reckner Healthcare and Toluna, joined efforts by putting together their HCPs (Fine/Reckner) and general population (Toluna) panels in a pro bono initiative to provide Save The Children with unbiased information that will help them improve the delivery of their projects at the country's borders.
This paper explores the topic of sustainable tourism, making the case that it is the next big opportunity for Latin America. It does this by first introducing sustainable tourism as a concept and identifying key stakeholders who can be impacted by and responsible for its implementation. Then, through the use of case studies, the paper examines how the tourism industry is already embracing and implementing sustainability within Latin America, which helps to tease out key learnings and best practices for expanding the practice in the region. Finally, taking into account successful experiences from other parts of the world, the paper highlights areas in which the Latin America tourism industry can become even more sustainable going forward, ensuring that it continues to take full advantage of this growing trend.
Never before as visible as today. In Peru, there are more than 1.7 million adults who recognize themselves as LGTBIQ+. However, day by day they face a world that judges and discriminates them for being and expressing how they feel. This research approach this phenomenon, not only to understand it, but also to change it. In three stages (exploration, ideation and co-creation) the population of Metropolitan Lima was segmented to design solutions with multidisciplinary experts and validate them with citizens in virtual communities.
Consumers love innovation, but most brand's innovations are not innovative nor relevant. Uncover how to successfully innovate by hearing consumer's perspective and thinking beyond your category.
Consumers love innovation, but most brand's innovations are not innovative nor relevant. Uncover how to successfully innovate by hearing consumer's perspective and thinking beyond your category.
Identifying with the true Peruvian - their background, that which is evident with each tasty meal of unique seasoning, that which knows resilience and to overcome any obstacle in order to move forward with ingenuity. "Who" that the Peruvian is, Inca Kola understood perfectly from its beginnings. The brand captured what fills the Peruvian with pride - from the choice of name inspired by the millenary culture that underlies Peruvians, to its flavour which is the perfect combination of native flavours from this prodigal land. The challenge for the brand is to reach the essence of the Peruvian on a daily basis, remain strong in a changing society and gain influence when the Peruvian struggles because of particular situations that put their values in check and make them question their legacy. Therefore, the brand needs to build a foundational, important and individual story that leverages the communal identity of the Peruvian, while at the same time endowing it with solid points of conviction that make it feel its own.
Knowing your target audience's future needs and behaviours is invaluable in order for a business to grow. Yet often, our view into the future is murky, and it is challenging to identify the most significant shifts in attitudes, values, and behaviours to determine strategies to implement. Understanding the dynamics of an influential audience like Hispanics, and an ever-changing region such as Latin America, requires a deep exploration of their past, present and future. Insights from the Cultural Pulse, a research partnership between Univision and GfK, shine a critical light on how US Hispanics and Latin Americans are navigating a complicated world. Facing an unpredictable social landscape, less than a quarter (21%) of Hispanics feel that they can trust the US government to tell them the truth.
We share the case of Havanna - a relevant company in Argentina, valuable and respected in a region that leads one of those few (and at this point we would say strange) categories that have no multi-national competence, and is therefore responsible for undertaking the strenuous task of leading the market. It is the case of a company, that facing new consumer trends and a transformation in the competitive scenario, has stepped out of its comfort zone to re-think. Our intention in this paper is to highlight the advantages of re-purposing for a small business, because we think that by making weakness a virtue, what we learn from the process can be extrapolated.
How to create a framework to discover a set of adjacent value spaces based on a motivational assessment of stakeholders of the cement value chain. The Holcim Argentina case understanding Latin America people's dream of building the first home.
How to create a framework to discover a set of adjacent value spaces based on a motivational assessment of stakeholders of the cement value chain. The Holcim Argentina case understanding Latin America people's dream of building the first home.
Brand purpose, social trends: Consumer segmentation based on their needs, thoughts and values.