Talking about one's sexuality, across cultures, has always been considered a private affair. This can be particularly true when one is LGBTQ, given that acceptance of LGBTQ persons is a relatively new phenomenon in most countries, and Mexico - a country with traditionally rigid gender and sexuality roles - is no exception. In recent years, however, Mexico has been progressive in its efforts to combat discrimination and hate crimes on the basis of sexual orientation and gender identity. A recent study by political scientist Caroline Beer concludes that Mexico is more progressive than the US when it comes to LGBTQ rights, especially in the recognition of same-sex relationships.
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 themselves as the leading contact and communication platforms of our time. However, despite the fact that each social network offers potential for new contacts, brands do not always know how to take advantage of the opportunity to participate in peoples real conversations with organic and relevant proposals, thus begging the question: how can brands engage in countless spontaneous and ever-changing conversations? Twitter Mexico, Arconte Research and Sinnia set out to answer this question by conducting a joint research project on topics trending in Mexico between January and November 2017. The purpose was to generate actionable lessons and facilitate the insertion of brands on Twitter the leading real-time platform. This paper presents the results of a journey that began with the detection and clustering of the most relevant conversations held over the course of a year in Mexico. It is followed by a cultural analysis of these conversations, centered on identifying their symbolic support and discursive rules to conclude with the creation of the framework that reflects the most recurrent conversational contexts on the platform, as well as the Rules of Engagement for any brand that aspires to engage in a live interaction in real-time, just like the conversations held on Twitter.
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 insights from ordinary people, but also boosted their wisdom to uncover extraordinary insights about themselves.
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.
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 element for analyzing and/or forming public policies. The situation changed rapidly and profoundly in recent years. Since the 1988 [residential election, with the release of the first public polls of voting intention to the public, the number and frequency of surveys increased in line with the political competition and aperture. Public opinion research had a double historical contribution: first, as the startup of a tradition in the research industry; and secondly, as a record, new in our society, of the public feelings and thoughts amidst the most transcendent political transition in Mexican history. This paper reviews the development of public opinion research in Mexico and pinpoints major issues that constitute a future agenda for the Mexican researchers.
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 presidential campaign team, coordinated by Francisco Ortiz, with the necessary tools to be in effective contact with voters. This contact made it possible to design effective messages and to understand the opinions, needs, fear, motivations, wishes and expectations of the Mexican people in order to generate concrete recommendations of political communication.
This paper addresses the problem of identifying groups among teenagers based on their media habits. Segments are described in terms of variables such as consumption habits, possessions, gender, age, socioeconomic level, attitudes, etc. A graphic representation of the relationship between variables is conducted using correspondence analysis. Validation of the model and general conclusions are also presented.
This paper addresses the problem of identifying groups among teenagers based on their media habits. Segments are described in terms of variables such as consumption habits, possessions, gender, age, socioeconomic level, attitudes, etc. A graphic representation of the relationship between variables is conducted using correspondence analysis. Validation of the model and general conclusions are also presented.
The paper looks into the creation of Internet panels. It reviews why most Internet panels are not randomly recruited: the coverage problem, the difficulties of Internet random recruiting (no sampling frame, high nonresponse and high self-invitation), and the limited use of Internet random panels. It then describes the experience of creating an Internet panel in Mexico with a comparison of recruiting methods and analysis of the profile and attitudes of the resulting Internet population.
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 commercial, demonstrating with a example the reaches from this in the ground from the tech market.
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 the following: a. We segmented Mexican population into 14 groups (typologies). We broke with the stereotype of Mexican women: submissive and unselfish; and with the stereotype of the Mexican "macho". Some "niches" in the coffee market were found. We discovered some brands of coffee with undefined positioning.
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 the following: a. We segmented Mexican population into 14 groups (typologies). We broke with the stereotype of Mexican women: submissive and unselfish; and with the stereotype of the Mexican "macho". Some "niches" in the coffee market were found. We discovered some brands of coffee with undefined positioning.