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The healthy priorities project: A call to action for the Venezuelan health crisis

Research Paper • Diego Casaravilla, Luca Bon and Ana Maria Mendez, ESOMAR Conference papers, Latin America, 2020

Three research agencies in Venezuela joined forces to provide the non-governmental organisation Save the Children with unbiased information to help them deliver their projects.

Engagement on a tightrope: how Venezuela's second largest TV channel succeeded in the crisis

Research Paper • Orlando Riebman, Juan Chasan, and Pablo Cibella, ESOMAR Conference papers, Latin America, April 2016

This paper presents findings that show how innovative audience measurement techniques helped Venezuela's second largest TV channel, Televen, to successfully navigate a tense political situation, while maintaining audience engagement.

Radio Latin frequency: Bringing new life to an old lady

Research Paper • Juan Chasan, Orlando Riebman and Pablo Cibella, ESOMAR Conference papers, Latin America, April 2015

This paper assesses radio audiences in Venezuela, and argues that this often under-valued channel deserves more attention.

My Ideal Dog

Case Study • WARC Cases, MPG, 2010

Pedigree, the petfood brand owned by Mars, wanted to grow the market for packaged dogfood by attracting new users who were likely to stick to the first petfood brand they bought.

General Motors: On the road again

Case Study • DMA (US), Leader, ECHO Awards, 2009

In November 2008, General Motors launched an online social platform targeted at 18 to 25-year-olds in six South American countries to encourage them to share their experiences when travelling by car.

The low income consumer - a growth opportunity

Research Paper • Ana Cláudia Hernandes Fioratti, ESOMAR Conference papers, Latin American Conference, Rio de Janeiro, October 2006

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.

Pop art project: mobile phone design in Latin America

Research Paper • Andréa Lima, Paula Luz and Richardson Nelson, ESOMAR Conference papers, Qualitative Research, Athens, October 2006

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

Nokia Colors: from traditional to online product-testing

Research Paper • José Sosa, Iván Casas and Gonzalo Pena, ESOMAR Conference papers, Latin American Conference, Rio de Janeiro, October 2006

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.

Save the Children - researching the role of education

Research Paper • Henrik Hall, Marie Florence Madom and Luisa Mercedes Ravelo, ESOMAR Conference papers, Annual Congress, London, September 2006

Market researchers could have an equally important role as nurses, engineers journalists and teachers in contributing to solving global issues such as poverty, malnutrition and underdevelopment.

Rediscovering Latin American households - participant observation experiences with low-income consumers

Research Paper • Paulo Ruchman and Alfredo Torres, ESOMAR Conference papers, Latin American Conference, Uruguay, May 2003

Despite its cultural wealth and biodiversity, Peru is one of the poorest countries in Latin America, with approximately 55% of its population below the poverty line.

Latin America 2015

Research Paper • Ignacio Galceran, ESOMAR Conference papers, Latin American Conference, Sao Paulo, May 2002, pp. 11-26

Based on results from the latest wave of the Roper Reports Worldwide Study, a consumer trends survey, this paper examines results of the 2002 wave conducted in Mexico, Brazil, Argentina and Venezuela and examines relevant trends that shed light on the future of Latin America as a single market.

Brand loyalty among mobile phone users

Research Paper • Silvia Aquino and Paulo Luis Gomes Alves, ESOMAR Conference papers, Latin American Conference, Sao Paulo, May 2002, pp. 347-368

This paper assesses a method that enables market researchers to provide a comprehensive understanding of what determines consumer loyalty (or absence) in a product category.

The implementation of L-O-V in Venezuela

Research Paper • James Baskin, Susana Arreaza, Orlando Riebman and Gilbert Bergna, ESOMAR Conference papers, Marketing in Latin America, Rio, May 1997

This paper demonstrates the applicability of the L-O-V (List of Values) in Venezuela as a means of consumer classification, as well as the steps taken for its adaptation to the local context.

Researching the global Latin world: conducting cross-cultural qualitative research

Research Paper • Hal Daume, ESOMAR Conference papers, Qualitative Research, Singapore, 1997

This paper describes the variety of cultural differences present across the Spanish-speaking countries around the globe, derived from a 'ground-level' qualitative research study encompassing fourteen Spanish-speaking countries, territories and regions in Europe, and the North, Central and South Americas.

Venezuela Mejor: Film - 'Abused Man' (Venezuela)

Rankings • WARC Creative 100, 1991

Contains the film creative 'Abused Man' for Venezuela Mejor by the agency Leo Burnett in Venezuela.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Global Marketing Index: A review of 2020

Article • WARC Data, January 2021

This article reviews the results of the Global Marketing Index across 2020.
Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.
Consumers receptive to 'shoppertainment'

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), January 2021

An overview of purchase drivers and livestream consumption across seven countries (Brazil, China, France, Germany, India, the UK and the US).
Greenpeople: Water Measure

Case Study • Paula Queiroz, Claudio Lima, WARC Awards, Entrant, Effective Innovation, 2020

GreenPeople, a cold-pressed juice brand, launched a limited-edition water bottle to show Brazilians how much water they were wasting every day, thus successfully increasing brand awareness.
Axe: Visual Radio

Case Study • MMA Smarties, Finalist, LATAM, 2017, pp. 0-0

Unilever's deodorant brand Axe Target achieved its marketing goals through innovation on radio combined with the use of mobile.