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...
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.
