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Case Study

This case study describes how Paceña, a Bolivian beer brand, switched its traditional sponsoring of the Bolivian Carnival, to becoming the Official Sponsor of Bolivian Tourism and Culture, successfully exporting the Bolivian culture and beating the campaign's objectives.

Research Paper

This paper analyzes the main results of the online Product-Test eCMetrics carried out during the first quarter of 2006 to define the colors of Nokia's mobile line.

Research Paper

This paper explores Argentinean, Brazilian, Mexican and Venezuelan urban societies through an ethnographic approach.

Research Paper

This paper discusses the 'perception and reality' of the concept of 'ease of use' in the context of mobile devices amongst Brazilian, Argentinean, Mexican and Colombian consumers and retailers.

Research Paper

During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience.

Research Paper

This paper presents the Study on Low-Income Consumers (LICs) based on the Consumer Panel, with information from 14 countries in Latin America, including the South Cone (Argentina and Chile), the Andean Region (Peru, Venezuela, Bolivia and Colombia), Central America (Honduras, Nicaragua, El Salvador, Panama, Costa Rica and Puerto Rico), Brazil and Mexico.

Research Paper

The harmonization criteria regarding TV measurement across countries is now a reality in Latin America with a pan-regional TV rating database in its first stage with Argentina, Brazil, Chile and Mexico audiences.