Kaleidoscope Project. A dive into a MOTO sight of life

This paper describes the methodological relevance of ethnography in the development of an integrated communication strategy for both Brazil and Mexico, taking into consideration the cultural distance between these two countries.

Kaleidoscope Project

A dive in a MOTO sight of life

Andréa Lima and Paula Luz2dp Inteligência de Consumidor, Brazil

Richardson NelsonMarket Research for Brazil and Latin America South, Motorola, Brazil

INTRODUCTION

As opposed to other qualitative...