Mastercard-Master Insights: The journey from questioning to listening in Latin America

Ricardo Alvarez

This paper discusses how MasterCard in Latin America has moved most of its research from face-to-face and CATI interviews to online communities and social media analysis, believing consumers are more "relaxed" online.

Mastercard-Master Insights: The journey from questioning to listening in Latin America

Ricardo AlvarezMasterCard Worldwide, USA

INTRODUCTION

MasterCard in Latin America transitioned most of their studies from face-to-face and CATI interviews to online and Social Media analyses. Research-on-Research was conducted to identify why scores and consumer opinions were so different between online and off-line. Online responses were more candid and positive to our brand to any stimuli in the digital world versus the data gathered from traditional data collection methods. The analysis suggested that the quality of consumer's opinions are richer, more authentic and more insightful when respondents are more...

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