Civicom Showcases Successful Research Approaches Using Technology at IIeX 2015 Latin America

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Civicom Marketing Research, one of the world’s leading marketing research solution providers, was a key presenter at the recently concluded Insight Innovation Exchange 2015 Latin America. Civicom’s presentation: “Latin America Rising! Achieving Success with Technology Research Solutions” showcased how improvements in the quality of mobile service in Latin America have made it possible for marketing researchers to conduct studies in throughout the region.

Civicom Marketing Research knows what it takes to put together a successful qualitative study in Latin America, particularly in more rural regions.

Civicom Marketing Research, one of the world’s leading marketing research solution providers, was a key presenter at the recently concluded Insight Innovation Exchange 2015 Latin America. Civicom’s presentation: “Latin America Rising! Achieving Success with Technology Research Solutions” showcased how improvements in the quality of mobile service in Latin America have made it possible for marketing researchers to conduct studies in throughout the region. Until recently marketing research using smart phones with Latin American respondents was tied more typically to U.S. locations with predominant Hispanic populations.

Due to advancements in internet bandwidth and smart phones penetration rates, consumers and business professionals throughout Central and South America increasingly are able to engage in activities that embrace internet and smart phone technology, including research studies using mobile devices. Mobile phone penetration in this region has reached 75%, with over half of the region’s population having access to the internet.

The Civicom Marketing Research team used real world research scenarios showcasing how the new generation of technology-driven qualitative solutions using mobile phones can deliver useful insights. Participants learned that by using smart phones and other mobile devices, such as tablets, in their research projects, they can identify and improve their research by making it more active, and in the moment, and thus extract more usable data for their reports.

In terms of the preference for qualitative over quantitative techniques by research professionals in Latin America, there is a fairly balanced mix of both. Lately, it’s been observed that the number of researchers who are slowly moving towards qualitative research solutions is on the increase.

Especially for those who were looking for more effective ways of extracting valuable insights about conducting successful projects in Central and South America, Civicom’s “Latin America Rising! Achieving Success with Technology Research Solutions” presentation at IIeX 2015 LA proved to be a good resource for researchers in those regions. The Civicom Marketing Research team gave attendees a good grasp of what it takes to put together a successful qualitative study in a market with still emerging technologies, particularly in more rural regions.

About IIeX 2015 LA
IIeX 2015 Latin America was held April 15 and 16 in Mexico City’s Auditorio Blackberry. Insight Innovation eXchange (IIeX) is a global conference series which is part of the Insight Innovation platform, brought to the marketplace by GreenBook. IIeX is singularly focused on advancing the business value of insights. It showcases the very best from inside and outside of the market research realm with a focus on technology innovation, thought leadership, collaboration and networking. Attendees at the event were given the opportunity to familiarize themselves with the latest tools and trends in research, as well as to learn from and engage with industry leaders via the various presentations and exhibitor booths available. Civicom was a Gold Sponsor of the event.

About Civicom Marketing Research

Civicom Marketing Research Services is a global innovator in qualitative research tools using the latest technology solutions for marketing research. The company works hand in hand with market research firms, facilitating marketing research projects both locally, as well as those with extensive global reach.

Civicom Marketing Research Services offers many options to enhance the research process for marketing research professionals. Civicom is the global leader in facilitating telephone and web-enabled IDIs and Focus Groups using Civicom CyberFacility®. Civicom also offers Civicom Chatterbox®, an online community platform that operates globally, and Civicom InSitu® Mobile Research, a qualitative tool for audio diaries and patient journeys. Civicom operates in over 96 countries and offers extensive translation services for marketing researchers, as well as transcriptions through TranscriptionWing™, and respondent recruiting through CiviSelect™. All of these services are available in Spanish, as well as English.

Civicom Marketing Research chooses to be as dynamic as it is innovative; always listening to and acting on clients’ ideas and requests as they see fit. This kind of relationship has paved the way for the development and rollout of new services.

To learn more, email Civicom® at inquire(at)civi(dot)com or call +1-203-413-2423.

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Rebecca West
@CivicomMRS
since: 09/2010
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