From Rio to the rest of the world: How innovative research from Gatorade in Latin America is impacting worldwide
Ana Alvarez and Fiona BladesPepsiCo Latam, Brazil and MESH Planning, UK
Introduction
As economies, like Brazil, emerge, a seismic shift is taking place in the marketing budgets of global brands, out of developed markets and into those rapidly increasing in wealth and influence. What does this mean for market research?
In this paper we explore the opportunities, issues and practicalities of conducting research in Latin America using interviews with clients and agencies from the region as well as...