The former home of Pablo Escobar is now a theme park. This image is the best way to summarise the gap between the stereotypes and the reality. Of course, it is not a bed of roses, but with a good growth since ten years, a new positioning as membership of the Organisation for Economic Co-operation and Development, a new hope thanks to the peace with the guerrillas and a investments’ plan of 25 billion US Dollars, lot of things are moving.
Many marketing executives, advertisers and name brand and publicity managers have difficulty understanding the reality of Asia and Latin America. Either they have geographic and economic knowledge, or they have inherited a deformed image, as mirrored in literature and the cinema.
Flair is in its fourth year. Our ambition again is to describe what has happened and form hypotheses on what might happen, seeking to read between the lines of our data and to discern what was not said in our interviews.
“No commitment” could have been the title for 2013; advertisers (and not just telecom operators) certainly presented that option, as though in response to consumers’ mobile, versatile attitude, and their increasingly rapid decision-making. “France 2013, shocks & sanctuaries” expresses the new stakes better.
“China is a horse and the world, an idea” 2012 is the Year of the Dragon, a major symbol and myth within Chinese civilization that signifies strength and power – and how very apt this is.
Three high points, three stories, three perspectives and a specific angle: approaching research findings as symptoms whose analysis allows us to create a mapping of structuring, emerging trends.
Launched in 2005, Ipsos Flair grew from a desire to combine the six types of expertise Ipsos offers (Marketing, Advertising, Media, Opinion, Customer Relations Management, Data Collection, Data Processing and Distribution), with a view to presenting a vision of society founded on an observation and interpretation of the behaviors, attitudes and opinions of consumer-citizens.
