How MasterCard turned to social media for Latin American research insights

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.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands