The digital revolution keeps accelerating, with no sign of slowing down. Just about everything seems to now be digital. We have transitioned from the connected economy of PCs, browsers and web servers to our increasingly hyper connected economy, where four major forces – social, mobile, cloud and information – come together to empower individuals as they interact with each other and generate information through well-designed ubiquitous technology. On the other hand, there is clearly a “Digital Disconnect” in Market Research in Latin America. This presentation will evaluate the challenges and opportunities for the MR in this digital age, as companies need to keep pace with changing technology and consumer behavior. We will discuss alternatives, and present possible solutions, on how MR can develop expanding digital strategies that address not only the web but also mobile, social, local and whatever technology innovation there may be around the corner.

2. Latin Americans spend
7 hours a day using
multiple digital
screens, 5% above the
world average.
Use of mobile devices to
go online in Latin America
went up by 61%
in the past year
Latin Americans trust
search engines more
than traditional media
Digital TV went from 18%
penetration in 2010 to slightly
more than 50% in 2014
and will reach 94% by 2020
DIGITAL EVERYWHERE
Source: http://latinlink.usmediaconsulting.com/2014/10/the-top-10-tech-trends-in-latin-america/

3. THE SOCIAL MEDIA PASSION …
Time: Latin
Americans spend
more time on social
media than Internet
users from any
other region in the
world.
Volume: Social
media sites receive
59 million daily
unique visitors from
Latin America.
Dominance:
Facebook takes up
95.6% of the time
that Latin
Americans spend
on social media.
Deep Reach:
Social media
reaches 95.8% of
Latin American
Internet users.
Share This:
ComScore
classifies the
ShareThis widget
as the #2 social
media site in all of
Latin America in
terms of total
unique visitors.
Source: http://latinlink.usmediaconsulting.com/2014/08/14-latam-social-media-keys-for-agencies-and-advertisers/

4. Source: http://latinlink.usmediaconsulting.com/2014/08/14-latam-social-media-keys-for-agencies-and-advertisers/
There has been a massive increase in
Instagram activity in Latin America since
January 2013, with surges in Mexico
(2,082%) , Brazil (751%), Chile (183%),
Colombia (52,000%),
ComScore points out that of the 633 million social
media actions in Latam during the first quarter of
2014, 97% were on Facebook, with 1.5% on
Instagram and 1.2% on Twitter./
63% of Brazilian
Smartphone users use
WhatsApp, the most popular
app in Brazil.

5. Streaming Nearly as Common as Regular TV Overall
75% of respondents said they watch streaming video several times a
week while just a bit more (77%) said they watch traditional TV several
times a week.
TV & MEDIA
Source: http://latinlink.usmediaconsulting.com/2014/10/video-streaming-gains-
ground-in-brazil/ (Ericsson TV & Media 2014 study – 23,000 people in 23
countries

6. Smartphone Video Viewing is Up
Four out of 10 (40%) of Brazilians said that every day they watch
videos produced by other people on their smartphones.
Overall Mobile Video Viewing is Up -
Users in Brazil, Mexico and Chile watch an average of 13 hours of
video content with mobile devices: 8.2 hours via smartphones and
4.9 hours via tablets.
TV & MEDIA
Source: http://latinlink.usmediaconsulting.com/2014/10/video-streaming-
gains-ground-in-brazil/ (Ericsson TV & Media 2014 study – 23,000 people in 23
countries

7. What is the impact for
Brands?

8. Consumers:
Brands loose the
media control
Can share what they
think and listen to
trusted opinions

9. CONNECTED CONSUMERS
- Interact with other Consumers
- Freely express themselves
Criticize Defend

10. Now consumers can easily share
content about product and
brands, can ask recommendations
to friends, read reviews and
become aware about others’
experiences.
They can also now share products
and services with others around the
world.
New purchase path.
New decision making
process.

11. THE COMPLEX CONSUMER JOURNEY
The Complex Funnel
– source Forrester

12. How digital technologies
have transformed
market research?

13. RESEARCH 1.0
ONLINE SURVEYS| ONLINE PANELS | INTEGRATED
DATA COLLECTION PLATFORMS | ONLINE REPORTS

14. RESEARCH 2.0
MROC’S| MOBILE SURVEYS|
FACIAL CODING
GAMIFICATION | EYE TRACKING |
TEXT ANALYTICS
DYNAMIC DASHBOARDS | EFM

15. RESEARCH 3.0
????????????

17. eCGroup Inc. 2015 – All rights reserved.
In the Moment Research – Success Case in Latin America

18. eCGroup Inc. 2015 – All rights reserved.
Gamification
“Gamification does not turn an
application into a game. Instead,
it makes it feel like a game.”

19. “People like games because they trigger emotions”
FrustrationExcitement Sense of AchievementAmazement Happiness

20. eCGroup Inc. 2015 – All rights reserved.
In less than one hour....

21. eCGroup Inc. 2015 – All rights reserved.
In less than one hour....

22. eCGroup Inc. 2015 – All rights reserved.
“um hambúrguer com bastante catchup e maionese.’
“tomava suco e comeria uma gelatina.”
“tomaria iogurte para saciar a fome”
“Nos potinhos tem iogurte natural e na prateleira abaixo, frutas
e verduras. Comeria um iogurte.”
“ta com pouca coisa. mas escolheria akele
bolo de laranja e um bom copo de leite.”
“NESTE MOMENTO MINHA GELADEIRA TEM, DOIS MAMÃO
PEQUENO, UM BOLO DE CHOCOLATE, UMA BANDEJA DE
IOGURTE, E UM POTE DE PIMENTA, COM CERTEZA EU
ESCOLHERIA COMER AGORA O BOLO DE CHOCOLATE”
“Na minha geladeira tem cerveja,
ovos, batata doce, legumes. Eu iria
tomar o iogurte.”
Can you describe what you have in your refrigerator and what you
would eat now?

23. Crowd Research

24. Quali or Quanti doesn’t matter anymore...

25. The “respondent” as your new team member!

26. The Future is now.

27. THANK YOU!
ADRIANA ROCHA
@adricrocha
adriana_rocha@ecglobalsolutions.com