Latin America

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, 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, 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 • Case Studies on WARC, 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 • Direct Marketing Association - 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.

Nokia Colors: from traditional to online product-testing

Research Paper • José Sosa, Iván Casas and Gonzalo Pena, ESOMAR, 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.

Pop art project: mobile phone design in Latin America

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

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

The low income consumer - a growth opportunity

Research Paper • Ana Cláudia Hernandes Fioratti, ESOMAR, 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.

Save the Children - researching the role of education

Research Paper • Henrik Hall, Marie Florence Madom and Luisa Mercedes Ravelo, ESOMAR, 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, 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, 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, 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, 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, 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.