MEXICO – Communicating a message to a person or a society that is optimistic, hopeful and growing, requires a different process than addressing someone who is stressed, insecure, unsure of their future society, or is continuously subjected to bad news or personal or social failures that demoralize them. Political communication – to be called such […]

On Feb. 11, 2017 a Citizen March for Respect of Mexico was held in 19 cities across Mexico, and supported by more than 77 civil organizations, educational institutions and business associations. The aim of the march was to express the rejection of the immigration policies of U.S. President Donald Trump. Astrid Velasquez and her team […]

The Women’s March of Jan. 21, 2017 was among the largest demonstrations of peaceful protest that has ever occurred, with as many as 5 million participants. The march captured the imaginations of people in 80 countries. Images of the march dominated the news cycle and social media. The Women’s March Conversation: A Global Flash Study […]

The staged roll-out of Pokemon Go has left people in countries where it is not yet available feeling left out of a global phenomenon. And it is demonstrating that to some young people, borders no longer matter. Those are just two of things we discovered with a quick global study we launched to gather impressions […]

This research project was triggered by the 2015 One Young World Summit and supports a project on climate change, identifying individual effects, what is happening in different parts of the world, and what if anything can be done to make a change. Every year IKM gets involved in a volunteer project with self-funded research to […]

Think Global Qualitative Associates self-funded this multi-country project. We chose the role of dogs in the lives of their owners because we felt this topic presented a great canvas on which to explore global differences. Participating countries included: Canada, Czech Republic, France, Germany, India, Mexico, South Africa, UK, and USA.

As Online Communities or MROCs have become more established, many researchers say they can only succeed with large numbers – in some cases more than 100 – to gain qualitative insights. This research shows a small group, selected carefully and facilitated with the toolbox of a qualitative researcher can provide deep insights for strategic marketing decisions.

By Lázaro Martínez and Astrid Velásquez

Since the 1980s, formal “man and woman” relationships have been changing in Mexico. It was during this decade of economic crisis that many paradigms shifted. The economic crisis contributed to accelerating changes in the male and female traditional roles, mostly due to increasing female participation in the workforce.

With ambitious growth plans Rolls-Royce must attract and retain the best work force. To do this they needed to understand the core values and complex needs of current and potential future employees in order to develop a new global Employment Value Proposition (EVP).

Outside North America, online qualitative research has been viewed skeptically and done only to a limited extent. But a strong case can be built statistically for the potential of using qualitative research worldwide.