Kaleidoscope Project. A dive into a MOTO sight of life

Andréa Lima, Paula Luz and Richardson Nelson

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 techniques – such as group discussion or in depth interviews, whose concepts, approaches, objectives and limits are fully understood and spread both to clients and to market research players – ethnographic research is still in its initial stage of development and consolidation.

There are several methods to approach the consumer. Those methods designed to meet the growing need to deeply and holistically...

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