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Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Case Study

This case study describes how Nescafe set out to halt the brand's decline since 2000 and increase its appeal to a younger generation of 20-35 year olds.

Case Study

This case study describes how AXE, the male grooming brand, launched a Limited Edition variant in Latin America to outperform the deodorant category.

Article

This report from The Market Research Event conference covers a presentation from MasterCard on its increasing use of online and social media as a source of consumer insights in Latin America.

Research Paper

In the absence of studies addressing how to sample advertising in content analysis in a reliable manner, this paper aims to determine the most efficient way to select from a year’s worth of issues for conducting content analysis of advertising in terms of sample size and type.

Article

This presentation provides an overview of the media landscape and consumer-response in Latin America (LatAm) and highlights the importance of context, relevance and attention in media planning.

News

SANTIAGO: Social media engagement is higher in Latin America than in anywhere else in the world, with Facebook alone accounting for 25% of the region's total internet minutes.

Research Paper

How B2B panels can successfully thrive in the international sphere of online research is explored in this paper.

Research Paper

This paper tackles the transformation and configuration of various Latin American societies - Argentina, Brazil, Chile, Colombia, Costa Rica, Mexico, Nicaragua and Peru.

Research Paper

This paper aims to advance segmentation methodology in international settings. We suggest two techniques that, inserted in current international segmentation methodology, can help researchers find and validate possible transnational segments using various consumption dimensions.

News

SANTIAGO: Over 90% of internet users in Latin America now access social networks, according to figures from comScore, the research firm.

News

SANTIAGO: Users aged between 15 and 25 accounted for 35% of all minutes spent online in Chile during May 2011, a report from comScore has shown.

Case Study

Pedigree, the petfood brand owned by Mars, wanted to grow the market for packaged dogfood by attracting new users who were likely to stick to the first petfood brand they bought.

Case Study

Claro, a Latin American mobile telecoms provider, wanted to encourage young people in Chile to feel empathy towards its brand and products.

Case Study

In November 2008, General Motors launched an online social platform targeted at 18 to 25-year-olds in six South American countries to encourage them to share their experiences when travelling by car.

Research Paper

During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience.

Research Paper

This paper analyzes the main results of the online Product-Test eCMetrics carried out during the first quarter of 2006 to define the colors of Nokia's mobile line.

Research Paper

This paper presents the Study on Low-Income Consumers (LICs) based on the Consumer Panel, with information from 14 countries in Latin America, including the South Cone (Argentina and Chile), the Andean Region (Peru, Venezuela, Bolivia and Colombia), Central America (Honduras, Nicaragua, El Salvador, Panama, Costa Rica and Puerto Rico), Brazil and Mexico.

Research Paper

This paper reflects the “new” relationship the young people of Latin America from Argentina, Chile, Colombia, Ecuador, Mexico and Uruguay connected to the Internet are establishing through this medium.

Research Paper

This paper describes the Category Management methodology used through Consumer Panel information in different countries in Latin America (Argentina, Brazil and Chile), aimed at opportunities for manufacturers and retailers in the search for the best business results.

Research Paper

This paper provides an assessment of private labels from the perspective of Latin America, and specifically from the six leading economies of Latin America: Argentina, Brazil, Chile, Colombia, Mexico ...

Research Paper

This work describes the results of a study of the Chilean market research industry aimed at obtaining information about the industry and responses to questions such as what attributes would be desirable in a market research firm, how market research firms are positioned, and whether all users have the same information requirements.

Article

Chuck Young identifies the limitation of language as being one of the biggest barriers to building a global brand.

Research Paper

The harmonization criteria regarding TV measurement across countries is now a reality in Latin America with a pan-regional TV rating database in its first stage with Argentina, Brazil, Chile and Mexico audiences.

Research Paper

This paper describes the main purposes of a convenience goods website. The use of the website in the development of the product's image, constructing stronger trademarks with deeper meanings, is analyzed.