Consumer Mood came up in a context of regional economic crisis, seeking to provide Coca-Cola with local sensitivity without losing sight of its international status. Taking care of the rest of these aforementioned points was not part of the design, but a need we faced during the development of the project. We opened the behind the scenes of the context methodology we used in Coca-Cola South Latin America (Argentina, Bolivia, Chile, Paraguay, Peru? and Uruguay), the good moves and the setbacks in its implementation, to add to the debate the true meaning of operating in real time. We understand that this concern is not only part of our agenda, but of the agendas of many other companies as well.
As we ever-expand our global purview, it becomes critical for market research professionals to understand the global consumer landscape. Creating good, valid research often requires an understanding of consumer behavior, local customs, and more. Toluna will provide a webinar that offers insight into the market in the middle east, and best practices approaches for conducting successful market research in-region, market-by-market.
A story of how dreaming big is helping connect Diageo to the lives and rituals of consumers across five African markets. Demonstrating how innovative mobile qual is helping Diageo teams make better business decisions routed in local culture.
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 maintaining a unified brand essence is seldom easy. In this joint presentation between Unilever and De la Riva Group, we'll share the two major breakthroughs of our project Ethno-Food Truck, a culinary roadtrip across Mexico to understand regional differences in food culture. We will look into the relation between information quality and recruitment technique: how a more organic approach to participants promotes more profound answers; and the advantages of allowing our clients real-time access to the results so as to favour results application over mere exhibition.
The Social Media World Tour will be a dizzying journey across the worlds digital communications landscape, showcasing regional trends that shape the way consumers and businesses on the ground utilise social media networks. From the USA's fleeing Facebook generation, to China's social commerce craze and Russia's pirate-friendly market, regional economies offer diverse challenges and opportunities to pursuing a social media strategy. We will make sense of this crowded viral marketplace and untangle the facts from fiction.