Cyber quali - perspectives for Latin America

Diva Maria Tammaro de Oliveira

With the advance of globalization and the new demands imposed by the reality of the 21st century, the search for new routes for the development of market research has become imperative, and the opportunity to conduct online research has been one of the main turning points of this new perspective.

Cyber quali – perspectives for Latin America

Diva Maria Tammaro de OliveiraRecherche Pesquisa de MotivaÇão, Brazil

INTRODUCTION – QUALITATIVE RESEARCH IN LATIN AMERICA

Qualitative research has evolved and changed considerably in Latin America in recent decades, reflecting worldwide socioeconomic transformations as well as the development of market research in general.

Starting from a basic psychoanalytical mindset and reliance on social sciences, qualitative market research has come a long way since its inception 60 years ago.

Today qualitative research is as consolidated as ever, having widened its scope to include knowledge and information collected from multiple sources. The current demand...

WARC subscribers can sign in to keep reading

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