How MasterCard turned to social media for Latin American research insights
Geoffrey Precourt Warc
Ricardo Alvarez Diaz, MasterCard's vp/business leader for consumer and market intelligence in Latin America, opened his address to the 2012 Market Research Event in Boca Raton, Florida with a warning for marketing research across Central and South America.
"Our industry is in crisis," he told the audience. "We need to do things differently."
He cited data about consumers' attitudes to traditional research, consolidated from market studies conducted during 2011 in Argentina, Brazil, Chile, Colombia, Costa Rica, the Dominican Republic, Mexico, Panama, Peru, Puerto...