By Juan Antonio González and Mario Velázquez
Find the Spanish version underneath
INsights, INtelligence, and INnovation—which translate into actions, benefits, communications, data, and strategies—were the central topics on the ESOMAR LATAM 2017 MEXICO agenda, which was developed based on the vision and experience of researchers, marketers, and experts in audience dynamics, consumer needs, and big brands.
Diego Casaravilla provides a fascinating case study on how market research helped victims of Hurricane Matthew and inform future disaster prevention policy.
Last week was ESOMAR’s Latin America 2014 event in Buenos Aires, here Elina Halonen shares her key takeaways of the event, and talks about the differences between the LATAM conference and research industry and its European counterpart.
Coca-Cola were faced with the challenge of increasing the impact of personal packaging in South Latin America. Esteban Foulkes of BMC and Roxana Paciente of The Coca-Cola Company, talk about how Coca-Cola grew their business in this area with a research project that directly led to the organisation modifying the behaviour of their target market.