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Research papers

A look to the global crisis in Latin America

The result of traditional research, ethnographic observation and neuro-marketing approaches, this presentation is based on a profound understanding of the Mexican experience in crises (beyond the economic crisis), parting from the theoretical...

Catalogue: Latin America 2010: The Innovation Journey
Authors: Alicia Martín del Campo, Gloria Hidalgo
Company: Qualimerc S.C.
May 21, 2010
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Citation

del Campo and Hidalgo (2010a, May 21). A look to the global crisis in Latin America. ANA - ESOMAR. Retrieved April 22, 2026, from


https://ana.esomar.org/documents/a-look-to-the-global-crisis-in-latin-america


Research papers

Forecasting a market in a chaotic environment

The effectiveness of three commonly used methodologies for market size estimation, as well as their accuracy in explaining the future behavior of the automobile market in Ecuador, is addressed in this presentation. These methodologies are Delphi...

Catalogue: Latin America 2010: The Innovation Journey
Authors: Esteban Vega, Bernardo Creamer
May 21, 2010
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Citation

Vega and Creamer (2010a, May 21). Forecasting a market in a chaotic environment. ANA - ESOMAR. Retrieved April 22, 2026, from


https://ana.esomar.org/documents/forecasting-a-market-in-a-chaotic-environment


Research papers

Webnography: A new market survey technique

Market research has a new vast territory to explore: cyberspace. All kinds of people from around the world converge in this so-called cyberspace, where time and space acquire new dimensions and all kinds of topics can be addressed. The network is a...

Catalogue: Latin America 2010: The Innovation Journey
Authors: Manuel Barberena, Maria Elena León
Company: Pearson S.A. de C.V.
May 21, 2010
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Citation

Barberena and León (2010a, May 21). Webnography: A new market survey technique. ANA - ESOMAR. Retrieved April 22, 2026, from


https://ana.esomar.org/documents/webnography-a-new-market-survey-technique


Research papers

Latin eye tracking

The case describes the application of the Eye Tracking neurophysiologic technology in the advertising evaluation of Aceite Z with Super Fry, product of the multinational Team Foods. The television commercial created to halt the product's drop in...

Catalogue: Latin America 2010: The Innovation Journey
Authors: Carolina Mejía Posada, Catalina Mejia Rozo
Company: YanHaas S.A.
May 21, 2010
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Citation

Posada and Rozo (2010a, May 21). Latin eye tracking. ANA - ESOMAR. Retrieved April 22, 2026, from


https://ana.esomar.org/documents/latin-eye-tracking


Research papers

Looking for Eric

A method to optimally define hub consumers in a social network is addressed in this presentation. These are the leaders that will enable a company to effectively address marketing campaigns on a social network and those who will provide online ways...

Catalogue: Latin America 2010: The Innovation Journey
Authors: Luiz Sá Lucas, Ricardo Lopes, Leonardo Soares
Company: IBOPE Inteligencia
May 21, 2010
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Citation

Sá Lucas, Lopes and Soares (2010a, May 21). Looking for Eric. ANA - ESOMAR. Retrieved April 22, 2026, from


https://ana.esomar.org/documents/looking-for-eric


Research papers

Seizing opportunities inside the crisis

Crisis can be a source of opportunity, and this presentation shares a relevant case where courage and vision were utilized to make critical decisions at the right moment. Argentina went through its worst economic crisis during 2001-2002. In that...

Catalogue: Latin America 2010: The Innovation Journey
Authors: Monica Kleiman, Cecilia Iglesias
Company: GfK
May 21, 2010
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Citation

Kleiman and Iglesias (2010a, May 21). Seizing opportunities inside the crisis. ANA - ESOMAR. Retrieved April 22, 2026, from


https://ana.esomar.org/documents/seizing-opportunities-inside-the-crisis


Research papers

We are alive, we are still a target!

This presentation is based on research comparing the perceptions of marketers and researchers about senior citizens to the reality of these third age individuals over 60 years. With the growth of this population, senior citizens have evolved and it...

Catalogue: Latin America 2010: The Innovation Journey
Author: Cristina Paez
Company: Apoyo
May 21, 2010
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Citation

Paez, C. (2010a, May 21). We are alive, we are still a target!. ANA - ESOMAR. Retrieved April 22, 2026, from


https://ana.esomar.org/documents/we-are-alive-we-are-still-a-target-


Research papers

When worlds collide

This presentation explores the likelihood that advertising will travel successfully from one country to another, with a specific focus on the impact of cultural differences between Latin American countries. The ongoing hypothesis is that while Latin...

Catalogue: Latin America 2010: The Innovation Journey
Authors: Jorge Alagon, Nigel Hollis, Gabriel Castellanos
Company: KANTAR TNS Malaysia
May 21, 2010
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Citation

Alagon, Hollis and Castellanos (2010a, May 21). When worlds collide. ANA - ESOMAR. Retrieved April 22, 2026, from


https://ana.esomar.org/documents/when-worlds-collide


Research papers

Decoding the digital needs

New digital media streams have opened completely new lines of interaction between brands and consumers. It is widely considered that the softer and more emotional aspects of advertising campaigns can trigger a response that strengthens the success of...

Catalogue: Latin America 2010: The Innovation Journey
Authors: Trixie Cartwright, Ana Patricia Sequeira
Company: KANTAR TNS Malaysia
May 21, 2010
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Citation

Cartwright and Sequeira (2010a, May 21). Decoding the digital needs. ANA - ESOMAR. Retrieved April 22, 2026, from


https://ana.esomar.org/documents/decoding-the-digital-needs