Assessing Youth Attitudes and Behaviour

Jorge Garcia-Gonzalez
Source: ESOMAR, Youth Power, Beijing, October 1999
Downloaded from WARC

This paper describes findings and insights from several multi-country marketing research projects in
the region aimed at discovering youth values and motivations, developed by ASECOM Latin America's
regional network. As the scope and breadth of the subject covers an overwhelming field, the authors
consolidated it by selecting some key topics that would give the reader an summarised overview of the
basic issues that have an impact on youth in Latin America as drivers of their perception, attitudes and
behaviour. Current studies do not provide enough insights on teenagers' and young adults' attitudes
towards life, self-image and expectations in Latin America. This is essential in order to assess
differences with other regions and provide strategic guidelines for effective and relevant brand equity
building. Links found between actual aspiration, belief and behaviour clustering with brand choices
would enable the research and marketing community to turn generic knowledge of youth in Latin
America into practical fine-tuned strategies.

Jorge GarciaGonzalez
President,
ASECOM Latin America,
Argentina.

THE ROLE OF UNDERSTANDING

The title of this conference poses a question: how to connect with youth? The answer would first be to try to
understand.

At the personal level we might sometimes face some trouble when trying to connect with our own family youth. In
those situations there is no best step other than to first try to understand, and try to perceive and gain insights
into what is happening within the mind, body and soul of our loved ones. In what environment are they set, what
are the influences that have an impact on their self and their cosmovision? This requires a more gestaltic or
holistic approach to the situation. Some readers might have had the experience and learned that it is usually not
an easy one.
Now, if it is quite difficult to know what is happening at home, we can easily imagine how complex it is to
understand the youth in a specific country. Even more complex is the goal of trying to understand the youth of a
region like Latin America, which includes over twenty countries with many similarities but also with many
differences. We should also take into account that 'youth' tends to be quite a generic expression that covers very
different subject segments.

In many cases we usually tend to analyse youth in three distinct segments:

Primary segment: covering basically the primary school level and usually from 6 to 12 years of age
(depending on the specific country, as schooling systems vary).
Secondary segment: covering secondary school level and usually from 13 to 18 years of age.

Tertiary segment: covering from 19 to 25 years of age. Sometimes on specific projects it can also include
individuals of up to 29 years, depending on the product category under research.

Our experience, however, has proven that these boundaries are not rigid, nor within a segment are things
homogeneous. That is why particular care should be taken when defining the research targets.

UNDERSTAND WHAT?
There are three issues to be considered:

understanding Latin America;

understanding its youth;
understanding the advantages and limitations of the main research tools that work in the region.

UNDERSTANDING LATIN AMERICA

Definition
Let us first define what we consider a Latin American country:

'Any country in the Americas which has a Latin based tongue as one of its official languages.'1

For the purpose of this paper we do not include, although they are also Latin based, the following areas: French
Canada, the French islands in the northeast Atlantic nor the French possessions in the Caribbean or in South
America (Martinique, St. Pierre et Miquelon, Guyana, etc.).

Puerto Rico has a particular political frame as an 'associate state' to the United States, but shares many
similarities in terms of beliefs, attitudes and behaviour to several other Latin American countries.

Languages
Based on the indicated definition, we find that there are twenty different countries in the region and that they
have several different official languages: Spanish, Portuguese, Quechua, Guaran, Aymar, French and Creole.

Although Spanish is by far the most extended language in the region, a frequent mistake is thinking that all
Spanish speaking Latin American countries speak the same language. We Latin Americans know that this is not
so. We speak Spanish variations that are sufficiently similar to allow us, usually, to understand each other
reasonably well (or at least 'guess' satisfactorily). That is why we should be particularly careful when designing
concepts, questionnaires, scales, attribute listings etc.

An interesting evidence of this diversity can be found in Microsofts Word for Windows software program. Words
spellchecker allows nine different English versions, but for Spanish it includes a total of fifteen versions.

An example2 of the complexity is the following:

Bolivia has three official languages: Quechua, Aymar and Spanish.

Paraguay has two, Spanish and Guaran; the latter is also spoken in northern Argentina and southern
Brazil.
Peru has also two official languages: the native one being Quechua and spoken by half the population of
the country.
Quechua is also spoken in Ecuador and in the north of Argentina and Chile.
French and Creole are spoken in Haiti.

Take cars, for instance:

The translation of 'automobile' can vary and cause tremendous confusion. In Peru and Ecuador it is a 'carro',
which in Argentina and Uruguay is a horsedrawn cart.
The trunk of a car has different translations in different countries: 'bal ', 'maletera', 'maletero', 'cajuela', and
'valija', amongst others (by the way, the latter means 'luggage' in Argentina).

Even the common kitchen kettle has a different name from one country to another: 'pava' (Argentina), 'caldera'
(Uruguay), 'tetera' (Peru/Ecuador).

Youth in the different countries have there own 'tribal language' that is a certain way of expressing ideas through
a slang that also shows belonging to a certain group.

Geographic issues
From the geography side some might tend to divide the region into north and south. But if they consider this
accurately, that is to say using the equator parallel as the divider, they might be surprised that countries such as
Colombia, Venezuela, Ecuador and part of Brazil have also part of their territory in the Northern Hemisphere.

When looking at Latin America we should also take into account its geographic extension. For example, the
distance between Monterrey (Mexico) and Montevideo (Uruguay) is 5,100 miles. In this last example there are
still over 2,000 more miles to reach the southernmost point of continental Argentina, thus totalling 7,100 miles.

To put things into perspective, that distance is larger than, for example, that between:

New York Beijing (6,800 miles);

Tokyo New York (6,700 miles).

Ethnic issues
The wording of ethnic definitions sometimes expresses stereotypes, others are simply 'politically correct'
expressions, with diverse underlying meanings. For example, when you hear 'LatinAmerican', what associations
first come to mind?

For many it will probably suggest Spanishspeaking nonwhite people coming from places such as Mexico, Puerto
Rico, etc., usually with no college degree. For others this expression would be considered too wide, as it could
include individuals from a very diverse spectrum: a Mexican labourer, a Portuguesespeaking Brazilian Ph.D.,
amongst others.

Something similar would probably happen should somebody mention 'Hispanic'. Few would include in this group
a blond, whiteskinned and blueeyed investment banker from Madrid, but he is also a Hispanic.

If you ask an Argentine if he would consider himself either 'white' or 'Hispanic', he will probably not understand
the question because both expressions might be identical for over nine out of ten respondents. And, aside from
the well known Italian and Spanish immigrations, Argentina has the largest proportion of German, French,
English, Welsh, Scottish and Irish immigrants or descendants than any other Latin American country. Although in
terms of religion Argentina is largely a Roman Catholic country, it also nevertheless features one of the largest
Jewish and Islamic communities in the region.

In the 1997 wave of RISC3 respondents were asked to selfdefine their ethnic origin. Table 1 shows some key
findings that shed additional light on the subject:

TABLE 1: SELFDEFINED ETHNIC ORIGIN

Brazil Mexico Argentina
Ethnic origin:
European 38% 4% 86%
Indian and mixed 51% 93% 10%
Other 11% 3% 4%

So, as we all have some sort of stereotype, when we want to assess and measure consumer perceptions,
beliefs and behaviours in regions we are not familiar with, we should try to make an extra effort to understand
the diversity of the target sampling frames.

THE LIFESTYLES
Although the countries in Latin America share many values there are also many differences. Here are a few
examples:

Dress codes vary from the casual Caribbean or Brazilian style to the more formal Argentine, Chilean or
Uruguayan style.
Music varies from the lively Brazilian lambada to the melancholic Argentine tango.

Drinks, from the Paraguayan mate to the Peruvian or Chilean pisco, from the Argentine wine to the Brazilian
caipirinha.

The southern cone countries in Latin America tend to prefer smaller Europeanstyle cars. The best selling makes
are Fiat, Peugeot, Renault, and Volkswagen.

Fast food outlets tend to be perceived in some countries as fashionable rather than food providers, because you
can buy a 'real' beefsteak for the same money you would pay for a Big Mac.

Several other people also share the close knit 'family ties' style that is perceived as 'Latin American'. Here we
can mention the classic mamma Italiana or the Yiddishe mamme, and even several Slav groups, among others.

Similarities among the youth

Although there are many differences between and within the Latin American countries youth, there are also
many similarities that sometimes happen to be quite different from the environment in many developed countries.
Among them we can mention:

The great value and importance of the 'family' as an institution.

The importance of the personal relations among the different members of the youth groups.

The skin or flesh touch: young male friends can welcome each other with a kiss (or two) in the cheek, and this
has no relation to any situation aside from simple friendship.

Parents kiss and hug their children, even if they are teenagers.

Youth in Latin American countries generally tend to have a more 'optimistic' frame of mind than, for example,
Germans.

Food, its colour, taste, presentation has a much higher importance than its simply nutritional role.

Gestures are frequent and are a basic part of the interpersonal communication among the young.

Many young tend to have great concern regarding what their peers might think of them, their attitudes and
behaviour, in both their personal and public lives.

Children tend to live with their parents until grownup (even 25 years old and over), and this is not necessarily
related to economic limitations. They simply feel comfortable at home.

Extended family (grandparents, parents and children) in the same household is by no means something atypical.

Caring for the older family members is a basic behaviour.

Time has a different meaning: In a focus group environment the warming period should be much longer than in
the United States, and personal matter should be treated with particular care. We should also be prepared,
depending on the specific country, for late or very late group attendance.
Courtesy is still alive with the young. Women and older adults will still have preference even on trivial occasions
such as queuing for the elevator.

Judgement on the 'morality' and/or the 'fairness' of the law that generates different patters of law abiding
perceived requirements.

Some differences
There are also major differences between and within Latin American countries, although the comparison
between different official statistics can sometimes be misleading due to different definitions of the variables,
quality of the information available, and recency of the information, among other factors. The following official
figures might help in showing that major dispersion does exist, even if the specific figures do not exactly match
todays reality.

Population density: from the scarcely populated Argentina (13.3 inhabitants per square kilometre) and Paraguay
(13.4) to the heavily concentrated El Salvador (277.5) and Haiti (248.1).
Young population: If we consider the proportion of the population under 15 years of age vs. the total population,
Latin America shows a very 'young' figure. Over onethird of the population fits in that age bracket. The highest
figures are for Guatemala and Nicaragua with roughly 44% of the population under 15 years. The 'eldest' is
Cuba and Uruguay with 22% and 25% respectively.

Concentration of population in the major city varies from Argentina and Chile, where onethird of the total
population is located in the capital city while in Brazil only onetenth is located in its major city.

University enrollment (among those aged 18 to 23 years): from Uruguay (61.6%) and Argentina (56.9%) to Haiti
(13.7%) and Guatemala (15.3%).4

Annual per capita income varies from Argentinas US$ 9,070 to Haitis US$ 390.

There are also differences in the way Latin Americans perceive the future. The following data comes from an
international public opinion survey performed in 1998.5 We have included some extraregion countries simply for
comparison purposes (see Table 2).

TABLE 2: EXPECTATIONS FOR THE FUTURE (IN%)

 Expectations for 1999 Expectations for 2009
Same/
Country Improve Get worse Same/ unsure Improve Get worse
unsure
Argentina 28 22 50 46 20 34
Brazil (*) 64 9 27 73 16 11
Colombia 67 5 28 74 7 19
China (*) 42 8 50 68 5 26
Germany 24 11 65 42 25 33
Japan 9 24 67 29 42 29
United States 56 4 39 78 8 14
* Urban samples

DOES ONE COUNTRY REPRESENT THE REGION?

Sometimes we might run the risk of considering one country as the representative of the region. The following
examples are based on different multicountry projects carried out in Latin America.

Differences in the relative positioning of a telecommunication product

A recent project among consumers aged 15 19 years for a personal electronic product, using the BEV Brand
Equity Valuator model6 shows important differences across countries (see Figure 1). As can be noted, it would
be inappropriate to select a single country as representative of the regions orientation towards technology.

Differences in the degree of adequacy for line extensions

Table 3, using the BEVs Positioning Analyzer model, shows the differences detected in another study regarding
preferences in different countries for line extension vs. specialised brand.

Although in this specific and particular example, Brazil fits exactly in the Latin American average, the dispersion
of the other countries show the countrys lack of regional representation.

TABLE 3: ADEQUACY FOR LINE EXTENSIONS

 Product 'X' Extension
Colombia and Venezuela
Mexico
L.A. Average Brazil
Argentina and Uruguay
Peru
Specialisation
BEVBrand Equity Valuator, ASECOM Latin America

UNDERSTANDING LATIN AMERICAN YOUTH

As a foreword, we should take into account that a key dimension to consider in any analysis of youth is that of
the dynamic link and interaction between subjectivity (the self) and sociality (the cultural factor) in Latin America.
The nature of this link and interaction increases marketing researchers difficulties and adds complexity to any
approach aimed at measuring youths behaviour.

We should always keep in mind that the reality is far more complex, contradictory and multidimensional than our
limited research tools allow us to probe.

Youths environment
Youth should not be considered simply as a stimulireaction equation, but as a dynamic interaction that
transforms beliefs, attitudes and behaviours within their particular personal experience. Variables should not be
considered as constant but as continuously forming.

The conceptual frames youth grew with in Latin America are being challenged, and some of them no longer work
as adequate tools to face the present. This is particularly stressful because of its impact on Latin Americans
traditional family values. This has a complex effect in the task they face in order to define or redefine their self,
which as we all know is a difficult task that sometimes might take nearly the whole life span.

When the young look at the adults for guidance, reference and model, they sometimes find a rather distorted
mirror image as the adults themselves are facing and trying to cope with the new environment. This situation
leaves youth with no map to where they are heading. They find major difficulties in understanding the impact of
what is happening and, much worse, they have no clue to predict the future, not even the near future.

Latin American youth and societyculture

Although there are major differences between and within the society and culture found in the different Latin
American countries, similarities regarding basic dimensions are much more extended. For example, when we ask
youth in Latin America what things matter most to them, the answer is nearly always related to family, friends,
love, personal goals, and the future, among several other. The major concern of Latin American youth is related
to unemployment and the future, corruption, drugs, and safety, among other issues.
Youth in the regions are very sceptical in regards to political activities, and tend to have a bad image of
politicians, authorities (government, police, etc.), and the judicial system, among other institutions.

It is a mobile web in which the identity is situated.

The youth and the globalisation syndrome

Globalisation is the paradigm of the effects of the late capitalism stage, and brings many features that have both
a positive and a negative effect in the youth of the region. Latin American youth are becoming more
'cosmopolitan' in their tastes and buying behaviour. Youth has also started to share features that are found in
more developed markets, such as:

an increasing awareness of the quality and protection of the environment;

progressive pressure on the traditional 'family style', leading to a decrease in the internal tolerance levels
with the sad result of an increase in failed marriages, and an increase in the number of single person
households and single parent households, with growing concern over those most seriously affected: the
children;
growth of 'freetime entertainment' needs;
growing interest and concern for the need for physical and emotional well being (without many solutions for
the latter).

T. Levitt coined the expression 'the global village' many years ago and, although in many cases this has turned
into reality, in others it is yet far away, while many are still in the middle. However, Levitt ignored the fact that the
ways of expressing these motivations, wants and needs is highly variable and reflects different cultural patterns
and values.

Dr. Richard S. Halperns paper 'The Global Village That Never Was: A Study of the Variation in Consumer
Motivations Across Eight Countries'7 presents some issues that should alert us into the risks involved with
generalisations in this field. The following quote is crystal clear:

'The notion of consumer homogenisation may have its roots in the fact that humans everywhere are motivated
by the same basic instincts, passions, wants and needs. When it rains, people seek shelter; when it is cold, they
seek clothing and warmth; when hungry they seek food, etc. But the kinds of shelter they seek, the kinds of
clothing they wear, the kinds of food they eat these are the cultural differences which marketers and researchers
must take into account or ignore at their peril'.

The dichotomy between consumer homogenisation and consumer differences is clearly still alive among youth in
Latin America. This does not invalidate the fact that youth in the region tend to be more 'global' in their taste and
buying behaviour, but the reason why, and the weight of the different variables that correlate with purchase and
loyalty, are quite diverse among the different countries.

We are all fully aware that globalisation is a growing and unstoppable trend worldwide, but we shall also be
aware that market and media fragmentation follows the path, and in some cases it also overlaps it.

As Dr. Halpern mentions, we have to make a difference between culturefree and culturebound products and
services. Culturebound would include many beverages, food, clothing, etc., while culturefree would include
computers, industrial goods and some consumer durables. Thus the 'onesizefitsall' attitude does not necessarily
lead to success.

Dimensions that influence Latin American youths beliefs, attitudes and

behaviour
We will very briefly review some of the issues that impact on youth in Latin America and that we, as marketing
researchers, should take into account when we try to understand them.

Identity
Identity has different basic axes: one is related first to the 'self', the other relates to the different 'roles' played,
and lastly the axis referred to as 'others', which aside from 'groups' also includes society and culture as a whole.

For Latin American youth the sense of being is completely linked with the sense of belonging. We cannot find
one without the other. It is the basis for youths selfesteem, and it is nourished by many other dimensions linked
to the origin such as place of birth, family structure and style, cultural models, a set of values and shared beliefs,
a set of reward and punishment codes, among several other. Thus, the self is built in relation with the other and
requires an external place where to be housed.

This place in practice becomes several places: the family, peers, society, etc., even when they might have their
own wishes and desires, some of which could be antagonic. Thus group belonging and its acceptance is
essential for the Latin American youth and each member of the group validates and reinforces the beliefs of the
other.

The codes or membership 'keys' used by Latin American youth are varied and many times combined. Usually
they could be shared values, beliefs, language, clothing, manners, possessions, ethnicity, religion, nationality,
interests, hobbies, etc.

In Latin America football (a sport called 'soccer' in the United States and Canada) tends to be the most popular
sport. Individuals tend to be real fans and are fully identified with certain teams, usually having only one
favourite among the top ones. But their very solid loyalty to the club is independent from the key players. Key
players are sold or transferred from one football club (or country) to another but the nearly religious loyalty and
identification with the team remains completely unchanged. In this example the 'belonging' is stronger than the
occasional and ephemeral fanatism for the star players.

Family
Family is still the cornerstone of Latin Americas institutions. Personal and family ties are a key dimension for the
young. Lemoine8 provides two good examples in his book Iberoamrica Habla when trying to assess the
importance and the perceived nature of family (see Table 3).

TABLE 3: 'WHAT IS MORE IMPORTANT FOR YOU: THE COUNTRY,

 RELIGION, FAMILY OR WORK?'
Country (%) Religion (%) Family (%) Work (%)
Latin America 9 9 66 15
(*)
Argentina 12 3 72 12
Brazil 6 10 69 15
Colombia 7 9 67 12
Mexico 10 9 66 15
Peru 14 9 49 26
Uruguay 6 6 77 11
Venezuela 12 5 69 14
(*) Selected countries. Figures might not add to 100 due to None' and 'DK/NA' answers.
Table 4 shows the comparison of the perception of family. Respondents were asked whether they thought family
was a community linked by same name, blood, love, or mutual help.

Long working hours and commuting time reduces the time available for the adults to share with the young. This
has the effect of loosening the interpersonal links and the belonging structure. The change in the old parameters
that had sustained their identity presents youth with new challenges and opportunities.

TABLE 4: 'FAMILY IS A COMMUNITY LINKED BY...'

Same name (%) Blood (%) Love (%) Mutual help (%)
Latin America 6 20 39 32
Figures do not add to 100 due to None' and 'DK/NA' answers.

But in other cases, youth are confronted with a difficult economic environment with unemployment as one of the
key factors, resulting in major difficulties in getting a job. That is, allowing the young a place in society and thus
continuing the process of consolidating the self.

This new environment has influence on many other key human dimensions. Some young try to defend
themselves through vital nihilism, addiction, etc. Hopelessness and disappointment with the old paradigms are
typical of a transition era from a more stable environment to an unknown and unpredictable future. Others
struggle and try to overcome the adverse conditions. But the majority is faced with a new challenge: the
complexity of making personal and emotional commitments and the involved sharing experience.

Marriage
The goal of building a stable relationship and a shared life project also requires an important ingredient of
personal resignation, mutual commitment and reciprocal concessions. However, these ingredients tend to be, at
this stage, quite undervalued. Mutual tolerance and understanding, basic dimensions in human endeavours,
tend to shrink to threshold levels.
The personal objectives and desires of each party tend to be considered vital priorities, which should overrun
any commitment, including the building of a common life project of transcending through children. Some young
couples tend to keep their mutual commitment only to the point that it does not interfere with other personal
projects.

Aside from any economic factor, youth in Latin America as in many other parts of the world tend to postpone the
option of marriage. By a similar token parenthood is also delayed, as it implies an option by which an individual
also resigns some personal freedom in favour of a new transcendent and vital project. These resignations are
not easily accepted in todays world.

In a way it seems that love is at the same time sought after and avoided. This postponement also delays
personal matureness and completion, which is an essential stage of the completion of the self.

Nevertheless, we can still more frequently see young couples with no children, due to their own choice, or with
late children. A lower birth rate is also a side effect of this situation.

TABLE 5: TOTAL FERTILITY RATES

Country Rate (*)
Latin American average 2.7
Highest Guatemala 4.9
Bolivia, Haiti, Nicaragua 4.4
Lowest Cuba 1.6
Brazil 2.3
Other countries Argentina 2.6
Mexico 2.8
(*) Period 19952000. CELADE data, table 3, Demographic Bulletin # 62: ECLAC, Chile
This tanatic load in the young, with its fear of failure or underachievement, has a dramatic effect on the erosion
of the self as it ends up weakening the emotional links they were thought to protect.

Regarding the hopes for the future, on this subject Latin American youth vary greatly. The following table shows
findings of the V Iberoamerican Barometer survey (Lemoine)8 among 3,258 respondents aged 18 25 years to the
question 'do you think love will offer you more happiness than you parents had?' (see table 6).

In the past a classic family pathology suffered by the young Latin Americans was centred on the 'excesses' in the
emotional care (overposessiveness). Today, inversely, the pathologies are centred on the 'lack of' (distracted or
emotionally absent) parents.

Immerse in this scene we also find a rise of unplanned births to teenaged mothers. According to a recent study
by the UNFPA (United Nations Fund for Population Activities) these births currently account for 20% to 52%,
depending on the country, of all births in Latin America and the Caribbean.

TABLE 6: I WILL HAVE MORE HAPPINESS IN LOVE THAN MY

PARENTS
 (*) %
Argentina 49
Brazil 55
Chile 83
Colombia 62
Cuba 59
Mexico 60
Panama 39
Uruguay 37
Venezuela 83
(*) Selected countries.
In comparison with other less developed countries we find that these births account for 23% to 41% of all births
in Asian nations such as the Philippines, Bangladesh, Sri Lanka and Thailand; and from 15% to 23% in North
Africa and the Middle East.9

At the same time, however, there seems to be a tendency among many youngsters to try to return to and
preserve the traditional values. Children in Latin America are fully immersed in the new environment as mass
media immediately connects them with the new paradigms.

But sadly, very few are faced with more spontaneous and unaided playing (this is not the case for the lower
socioeconomic levels). Parents in Latin America, with the objective of better preparing them for the new world,
sometimes are led into a compulsion of extra curricular activities that further reduces the childs available spare
and play time.

Divorce
As we saw, the reduction of the tolerance levels combined with the prioritisation of the personal versus the
shared objectives are excellent bases for divorce. The increase in the number of households with dual income,
be it by need or by choice, changes the role of the traditional male bread provider, which is particularly important
for Latins.

In a way this also redefines the roles of the couple and incomeearning females now have much greater freedom
in deciding on the continuation of the marriage.

Divorce, asides from the failure effect on the involved couple, has also a great impact on the children, not only
because of the failure of the parental project but also because of the unconscious perception of guilt as if they
were the cause of the failure. The lack of a father model in many female single parent households has also deep
negative implications.

Children and youngsters who are faced with this example of failure might find this affecting their trust in the
future as well as possibly reducing their own ability to establish a family when adult.

Tradition, religion and legal restrictions or complexities have also worked in favour of relatively limiting the
growth of the divorce rate, although the situation is changing in some countries. Nevertheless, divorce rates are
still far below developed countries, thus showing the importance of the family among Latin Americans. Table 7
provides a selection.10
 TABLE 7: DIVORCE RATES

Brazil 0.26
Mexico 0.33
Chile 0.38
El Salvador 0.41
Ecuador 0.42
Panama 0.68
China 0.79
United Kingdom 3.08
Puerto Rico 4.47
United States 4.95
A survey performed by Veja magazine and DMB&B11 shows an interesting comparison among some attitudes of
the young in Latin America. We can appreciate that sometimes a specific country in the region might be nearer
an alien country in terms of a specific perception (see table 8).

Addictions
Addiction and dependency are sought by some young in the region as a defence mechanism in order to try
protecting the fragmentation of the self faced with a stressful environment. We find symptoms in many Latin
American countries that were more widely seen in other developed countries.

TABLE 8: WHAT GLOBAL YOUNGSTERS WANT, FEAR AND HOPE (%)

Brazil Colombia Germany United States
Have children 47 75 67 71
Meet somebody to 78
57 44 56
love
Globalisation brought Latin American youth some side affects such as an increase in anorexia, bulimia (these
two linked to the 'ideal body' obsession we will describe later), depression, muscular contractures, insomnia and
other sleeping disorders, among several other pathologies (including an increase in the suicide rate of
youngsters). Drug addiction (prescription and illegal) and alcohol consumption is also expanding among Latin
American youth.

Trying to cope with these symptoms by reducing the effects only postpones the emotional and physical damage.
They are only the tip of the iceberg. It is like trying to eliminate the fever by breaking the thermometer. What
these symptoms really represent is a hiding place for anxiety and the inability to cope with the imposed
demands.

Although the strong family structure in Latin America has been, and still is, a major barrier to these problems, the
panorama we perceive for the future of the young is not optimistic.
The old paradigm and the new ideal
The old mandates and ideals can be implied through the behaviours that were valued: austerity, work ethics,
personal sacrifice, effort, tolerance, saving vs. spending, postponing today for tomorrow, etc. Success, money
and power are todays new gods for many in Latin America. These goals must be achieved as fast as one can, at
nearly any price, and with no guilt. This dramatically affects the self, particularly in terms of the models for youth.
Other key dimensions of this paradigm involves the absence of profound feelings, and a reduction of critical
thinking.

Youth and the role of the body

The body is the basic element of the self, and is a present part of the selfs dimensions. In Latin America, with the
promotion of 'exteriority', individuals are valued for their possessions, a wellbuilt and tanned body, a uniform
ideal, a 'face or mark'.

A transparent self has emerged in the region as the new paradigm that provides uniformity and homogenises the
social object. For the young hedonist values and narcissism have become the target to be, reinforcing the self
as an object.

Some youngsters feel that their value as a person is based on what they do or will do, and not on that they are
unique individuals. The cult to slim and 'designed bodies shows the predominance of the 'light' or 'diet' culture,
the cult of surface and exteriority. Fatness is a sin that deserves margination.

This new ideal is one the routes to cultural violence for youth in Latin America, because of its absolute
prescription that dilutes other options of fulfilment. But among Latin American youth, the 'cult' of the body, which
as always been strong, keeps growing.

Time: the new dictator

The increase in the speed of change among youth in Latin America is dramatic. Today everything has to be fast,
immediate, pragmatic, and with no time to reflect. Be now, have now, and do not worry about the 'what' or the
'why'.

The constant activity among the young sometimes turns into a maniac compulsion of doing things a robotisation,
geared by a constant present with no past and no future. Time evolves into a continuous present, with no origin
and no destination. Creative thinking, critical thought and inner reflections seem to be part of a lost language.

Previously a generation gap was defined by a twenty of twentyfive year interval. Today we find major generation
gaps even with five year intervals. For many young in Latin American the present is the only time that has worth,
as tomorrow offers no certainties.

Several years ago George S. Fabian12 expressed a very clear insight on the impact of this effect when he stated
'Our ability to change has outpaced our ability to understand'. We have no choice but to fully agree with his
early vision and insight.
The mass media13
The social imagery at a planetary scope has also reached Latin America. Youth are overwhelmed by the
information and news that travel in unprecedented volumes and at incredible speed. This fully coincides with the
culture of the image.

Media modifies the ways reality is perceived by the young and, sometimes, can even replace youths need to
think and imagine, thus bypassing the need of mental elaboration. But the growth of this information pollution is
directly proportional to the speed of how the young forget. What is new today will be old tomorrow morning.

Youths permeability changes due to both competition of other stimuli and the normal and temporal evolution of
youth. This affects both the permeability and the interpretation of the stimuli.14

Consumption
For youth in Latin America, consumption is having an expanded and new role mutating from being a means to
being an end in itself. Consumption provides the young with a sense of plenitude and completeness of the self
through 'incorporation and possession', thus replacing the need of elaboration of the self. In a way, instead of
choosing brands, youth seem to be chosen by them.

Through this compensatory process of the self, brands become the depositories of the personal identity.
Acquiring is becoming the central and permanent aspiration of many young in Latin America. Real and valid
consumption is being changed to a different role and dimension.

Crisis of values or crisis of models?15

Some of the contents of this paper might indicate that there is a value crisis among Latin Americas youth: there
are no longer any values, nobody respects values. Some adults tend to focus on the young: they no longer have
any values, they do not respect anything, nothing about other people interests them, etc.

Even though from a concrete and punctual perspective many behaviours we observe in everyday life seem to
support this perception, our research shows that the true problem lies somewhere else. Nevertheless we believe
values are still there and that youth not only have values, but also need and wish to believe in values.

Even considering the serious problems we face in Latin America, based on our professional observations and
over thirty years of teaching at several universities, we can say that the young, in terms of values, are much
healthier than adults might think.

That is why we think that focusing the main point on the crisis of values is just viewing half of the picture.
Perhaps the key is not centred on the values but on the models the models the young see, on the models we as
adults give. We all have a serious responsibility in this matter, particularly among researchers, educators,
advertisers, leaders, politicians, journalists, etc.

If we show youth a shortage or even a lack of solid models we will have no one to blame later. Reversing this
should be a personal task for each and all of us. The lack of joint actions must never be an excuse for personal
inaction.

Understanding the research tools

Research projects in Latin America are frequently not as successful as they should be because they do not take
into account youths local differences in culture, values and behaviour.

Many companies face major pitfalls while doing research in Latin America when they:

try to export methodologies, questionnaires and criteria that are identical to the ones applied at home;

perceive the region to be homogeneous.

We have been researching youth in Latin America for over two decades on a wide variety of subjects such as
clothing, advertising, food, beverages, entertainment, television, toys, footwear, sports, computers, candies,
telephones, education, snacks, magazines, promotions, characters, among many other categories. During this
process we have applied different methodologies and techniques and at different project design stages:

exploratory;

descriptive;

analytic.

Later we will be briefly describing some of the instruments in our toolbox that have proven very good in terms of
validity and reliability, and aside from providing very actionable insights, have also shown good predictive
capabilities. Some of these tools have been in use by researchers in the world for many years and some have
been developed or adapted in order to fit the Latin American frame.

A note of caution
When interviewing children and young teens, parents or adults in charge should be informed of the nature of the
project and prior approval should be requested. ESOMARs guidelines on interviewing children should be strictly
followed and, if possible, made even stricter.

We should always have in mind the old Latin saying for the medical profession: 'Primus non nocere' (first,
produce no harm). There is no research objective that, under any circumstance whatsoever, should harm, affect,
embarrass, or in any way produce ill feelings or psychological harm children.

Methods proven to work successfully for youth research in Latin America

In general terms, when researching youth we can usually apply some of the methods we use for researching
adults: personal facetoface (be it doortodoor, mall intercept, CAPI, etc.), telephone (through CATI or
paperandpencil), focus groups, indepth interviews, among other. But when we need to probe at a level deeper
than conscious and/or when we research children, we have to use a completely different set of methods.

We have also applied extensively some of these methods for adult respondents very successfully. Without being
exhaustive we can mention some of the tools that have proven very efficient when researching youth.
Ethnographic settings. In this method the research process takes place in the household of the child or the
youngster through observation, descriptive and indepth questioning. The other family members might also play
an accessory role in the project in some cases. The house, the room where the respondent sleeps in, its
decoration and equipment, the way (and what and when) they eat, and many other facets are observed and
probed.

Dream evocation. This method allows a larger group of respondents (even thirty or or more) to be probed at
the same time. In this case the setting and the briefing are crucial. The setting could be a large and quiet room,
with no windows and a thick carpet. The moderator explains the subject under probe and describes the
mechanics of the test. Once they have finished discussing the basic topics, light is dimmed and a relaxing music
is played. Several pillows, blankets, comforters or similar items are placed on the floor in the room. Respondents
are then invited (if they voluntarily wish) to lay down on the floor and try to have a dream, after that they will get
up and, individually, write down (or for smaller children, describe) what thoughts or dreams came to their minds.

Best friend. These are individual interviews and respondents are invited to bring their best friend with them
(could be one or more than one, depending on the objectives of the specific project) and discuss a variety of
issues related to the subject under analysis (things they lovehate, products, brands, roles, etc.). The interactions
between the friends provide invaluable information by itself, and if combined with other projective methods
greatly increase the insights and learning.

Purchasing. Respondents are given a small amount of money, depending on each countrys relative
priceearning structure (e.g. US$ 5), and are asked to buy anything they like, and then bring what they bought in
order to analyse and discuss what and why they bought, as what other alternatives were considered and
reasons for not choosing those alternatives.

Photo shooting. This technique consists in giving respondents a disposable photo camera and a log to allow
them to register each photo. This technique was clearly described by our friend and colleague Oriana Monarca
White at ESOMARs Rio de Janeiro 1997 conference16 under the name of 'FotoShow'. Respondents can be
given different briefs or patterns to follow. For example, take a photo of toys (or sports, animals, places, clothes,
etc.) they like best and a photo of objects they like worst, or things that make them happy and things that make
them sad. These photos can be later organised in terms of collage, and respondents can describe why they took
them, etc.

Free drawing. Respondents are given blank sheets of paper and colour pencils or markers, and are asked to
draw different things that would symbolise different brands, situations, etc.

Free writing. Similar to the free drawing.

Alien description. Respondents are asked to describe the different brands, their purchase behaviour, their
feelings, the things or situations they value most or worse, etc. to an alien.

Play and games. Particularly with small children the performance of ludic activities (structured and
unstructured) also provides very good insights.

As every method allows or concentrates on different insights we frequently use a combination of two or more
methods within the same project frame. It is like extracting different projective slices in order to rebuild a
complete picture of the issues being researched.

There many other methods that have been designed and adapted for the Latin American environment
(particularly for youth research) that do address the key marketing dimensions at awareness, attitudinal and
behavioural levels. Among these we can mention: Youth Market GenerAction, BEVBrand Equity Valuator
(including its submodels: Behaviour Monitoring System, Micromodelling, Attitudinal Explorer, Positioning
Analyzer, Leaders Identifier, Optimal Pricing, TRACER, Consultant Advisor, Loyalty Detector, PromoTrack,
Driving Explorer, Impact Valuator, Branding Detector, Advertising Designer, etc.).

Other traditional methods

Some traditional tools have also been effective in some particular projects:

Story/phrase completion. Respondents, either individually or in group, give different alternatives in order to
complete a story or phrase the moderator prompted in an unfinished manner.

Photo sorting. Respondents are given a preselected set of photos (animals, flowers, situations, objects,
landscapes, etc.) and are asked to group them according to specific criteria (it could also be without a specific
one and having the respondents define the criteria themselves), or allocating the photos to specific brands.

Personifications. Allocating brands or other stimuli to types of individuals, or to roles, or animals, flowers,
places, colours, countries, etc.

Roleplaying. Respondents can characterise different brands or situations, or consumers of specific brands.

Collage. Respondents are presented with stimuli such as photos or magazines from which they can select
specific photos, texts, ads, and clip them with scissors. They are then required to build collages defining the
different brands (or benefits, or individuals, depending on the purpose of the study). Respondents then try to
explain what they did and why, but the real value is the projective analysis of the collages themselves.

Other tools. Semiotic and semiologic analysis, anthropologic analysis, etc.

Limitations found in applying traditional research methods

In some Latin American countries we can face certain limitations regarding the flexibility to use certain data
collection methods, particularly of quantitative nature. Among them we might mention the following:

Random probability sampling. In some case we face limitations due to problems such as limited availability of
census and other basic related data, data sometimes is outdated, unreliable or was produced using different
demographic definitions. Accurate and updated cartography is sometime difficult or impossible to find. Regarding
the latter, Mexico was the first country to have census data at tract level on CD Rom.

Doortodoor interviewing. In some cities with high crime rates this method is very difficult to apply, particularly
when we want to reach upper socioeconomic levels. The later limitations could in some cases be overcome by
mallintercept in secure outlets or by prearranging the interviews by telephone. Regarding the middle
socioeconomic levels and for the aforementioned reason when daylight time is short (winter months),
households dramatically increase the refusal rates so researchers are faced with a limited interviewing 'window'.
This increases costs and extends the schedule. In this case we should take into account the impact that the
nonresponse error might have, and use statistical tools (such as 'nightsathome' or some other tool that is
available) to compensate for this problem or, at least, reduce the bias.

Telephone interviewing. Telephone service in terms of both incidence and quality performance used to be
very poor. Although for businesstobusiness and for industrial research the incidence factor was not an issue, the
problem was basically concentrated at household and small professional levels. The quality performance issues
remained valid for all strata. Chile was the first country in the region to fully reshape its service through
deregulation of the market and privatisation, later enjoying excellent telephone service. Argentina followed the
path several years ago, and other countries are in the process (Brazil, etc.). In a few years time this panorama
will surely improve dramatically.

Mail interviewing. Here we face a similar situation to that described for telephone interviewing.

Price elasticity. Three basic factors should be considered for the specific countries: the level of inflation rates,
the exchange rate for the local currency and the degree of competitiveness of the distribution network and thus,
the intervals of the relative price disparity. In some countries the selfservice channel (particularly hypermarkets,
supermarkets, selfservice, convenience stores, etc.) are very important, for example, Brazil (84% of channel
share) and Argentina (65%). In others the channel share is much lower (Uruguay 25%, Paraguay 20%). Another
factor that might have an influence is the level of concentration of the selfservice channel and its ownership (for
the quality of management implications). In Peru we find a heavily concentrated channel with 76% share in one
brand, Brazil a very low one with 12%, and Argentina (43%) and Chile (46%) falling somewhat in the middle.

Avoiding pitfalls in Latin America

When inviting children, do expect and welcome their parents. Have a comfortable place for them to wait until the
test is over. Magazines, light snacks and a television might be helpful tools to reduce the waiting anxiety and
make it more enjoyable.

As time has a different meaning in Latin America, we should be ready in some countries, particularly when
working with appointments (e.g.: using qualitative methods such as focus groups) to expect low punctuality rates
and experience the late, or very late, arrival of respondents to the location.

Another aspect is that we should allow more time for the warmup phase of the groups or interviews, and also be
less direct in terms of questioning or probing, as otherwise respondents could perceive it as too aggressive.

When calculating the length of an interview we should take into account that a Spanish or Portuguese version of
a questionnaire in English will have between 15% and 20% more words. Thus the same interview will take
longer to perform, and this will have a direct effect in terms of fluency, costs and timing.

Avoid mixing gender when designing child or teenager focus groups or similar settings, unless there are very
specific and peculiar reasons for doing so.

The same applies for mixing different respondent schooling stage focus groups or similar settings.

Remember that 'teenagers' is not simply one age bracket or interval. There is a world of differences between a
13 year old and a 19 year old, so allow shorter age intervals (e.g., not more than a twoyear span).

When evaluating food products, beverage and certain toiletries that are to be exported to the countries where
the research is to be performed, we should take into account that the majority of the countries will request prior
approval by the local health authorities, aside from customs approval, and this can be a very lengthy (and
sometimes costly) process.

As this might be a lengthy process we should also take this into account not only the field dates but also the
expiration of the products organoleptic and/or performance qualities.

Take the different illiteracy rates into account when trying to research lower socioeconomic levels, particularly
when trying to use more abstract scaling such as constantsum, etc. Some problems might also be faced when
applying tradeoff and conjoint analysis methods.

When trying to achieve nationally (or regionally) representative samples or an urban/rural mix, take into account
that these might mean very different things in Latin American countries due to the large dispersion among both
population concentration and urbanisation levels. Otherwise, we would be comparing samples with different
urban/rural mix or using less representative sampling frames.

CONCLUSIONS
Diversity implies a challenge, but also an opportunity for those researchers who can pinpoint the differences and
are able to adequately balance the key variables to make sure they are representative, consistent and
comparable, thus generating knowledge, insight and actionable learning and advice. It is neither a simple task
nor an easy one (other developing markets, such as Asia, offer a similar challenge).

Our experience shows that the key is to understand youth and act intelligently with a high degree of
professionalism in the Latin American markets. There is no good substitute for advanced, adaptable models that
allow comparisons to be drawn between the countries in the region. Extreme care should be taken in designing,
implementation and analysis to see clearly the changes in the youth of the Latin American markets.

Therefore we should consider to what extent local differences can affect a research project and which, if
overlooked, could lead to mistakes, biased interpretations and/or poor insights. Standardisation does not
necessarily imply comparability.

We hope this paper may help the reader avoid many of the above mentioned pitfalls and thus increase their
chances of success. We should always keep in mind that the reality is far more complex, contradictory and
multidimensional than our limited research tools allow us to probe. Lastly, we should have an attitude of humility
and always be ready to learn.

We shall never know all we should like, and when we learn the answers sometimes life changes the questions.
We should be alert and experienced navigators in these changing seas.

Dr. Edward Deming said: 'Quality comes from improving the process, not from inspecting the results of a poorly
run process'. One can have the highest quality research design possible, but pitfalls such as those mentioned
can definitely ruin the results.

'Price has no meaning without a measure of the quality being purchased' (Dr. Edward Deming).

The lesson is open your mind, do your homework and get advice from professionals who are experienced in
successfully navigating these changing seas. We cannot change the winds, but we can adjust the sails.

Look before you leap. I wish all readers a safe trip.

ACKNOWLEDGEMENT
I wish to thank three of my colleagues for their patience and insightful comments that helped improve my views
on these subjects: George S. Fabian, Richard S. Halpern, Ph.D., and Patrick Sherwood.

Also my gratitude to the following colleagues who shared their enthusiasm on the subject and provided me with
some interesting examples: Carlos Lemoine Anaya (Colombia), Manuel Barberena and Ada Silva (Mexico),
Orlando Riebman and Alba Carosio (Venezuela), Juan Jos Ch (Uruguay).

Finally, I deeply acknowledge the creative insights and patience of Carolina GarcaGonzlez and Diego
Casaravilla (Argentina), who aside from reviewing the manuscript gave the author many helpful hints and
support.

FOOTNOTES
1. GarcaGonzlez, Jorge. (1998). Marketing research in Latin America: Challenges and Opportunities. Paper
presented to the Advisory Board, faculty and students of the Master in ScienceMarketing Research Program,
Department of Marketing, College of Business Administration, The University of Texas; Arlington, October 15,
1998.

2. GarcaGonzlez, Jorge. (1999). Researching Brand Equity in Latin America. Paper presented at the ARF
Advertising Research Foundations 45th Annual ConferenceResearch Services Presentation; New York, March
17, 1999.

3. GarcaGonzlez, Jorge; Lipetz, Jorge and Markwald, Mnica. (1998). Improving Quality in MultiCountry Projects
by Capturing its Heterogeneity. Proceedings of the ESOMAR Congress.

4. CEPAL. (1996). Statistical Yearbook for Latin America and the Caribbean, Santiago de Chile.

5. The Economist/Angus Reid Group World Poll. (1998). Citizens Ratings of Quality of Life and Hope for the
Future Across 29 Countries. Business Wire, July 31. Reproduced from NEXT Trends for the Future, Issue # 55,
Dec. 14, 1998.

6. BEV Brand Equity Valuator is a model developed by ASECOM to assess, evaluate and track the value of
brands at consumer/user level and is available in eleven Latin American countries.

7. Halpern, Richard S. The Global Village That Never Was: A Study of the Variation in Consumer Motivations
Across Eight Countries. Halpern & Associates, Strategic Marketing Consultant, Atlanta GA.

8. Lemoine, Carlos. (1997). Iberoamrica habla. CIMA, Santa F de Bogot.

9. UNFPA. (1998). Latin America: UNFPA Highlights New Trends. IPS/Global Information Network, September
2. Reproduced from NEXT Trends for the Future, Issue # 44, Sept. 28, 1998, Generation Y, Part I: Who They
Are (w.nowandnext.com/trend44).

10. Statistics provided by 'Fathers Manif', and reproduced from w.divorceforum.org/nonus.

11. VejaDMB&B, reproduced from Jaime Troianos paper 'Brazilian Teenagers Go Global', Proceedings of
ESOMARs Latin American Conference, 1997.

12. Fabian, George S. (1992). Adapting Research to Global Marketing: Tracking Consumers Across the
Countries. Proceedings of ARFs 38th Annual Conference, March.

13. Garca Gonzlez, Jorge. (1997). Psicologa del Voto y la Participacin Ciudadana. (Psychology of the Voters
and Citizens Participation). Conference given in the II Congreso Iberoamericano de Psicologa Social and VII
Congreso Argentino de Psicologa Social y Poltica, Buenos Aires, May.

14. GarcaGonzlez, Jorge. (1997). Psicologa del Voto y Participacin Ciudadana. Paper presented at the II
IberoAmerican Congress of Social Psychology and VII Argentine Congress of Social and Political Psychology;
Buenos Aires 1997.

15. GarcaGonzlez, Jorge. (1998). Verdad y Comunicacin. Jornadas de la Universidad Catlica Argentina,
Buenos Aires, Abril.

16. Monarca White, Oriana. (1997). Investigando Teens: Tcnicas Decritivas & Tcnicas Imagticas. Proceedings
of the ESOMAR IV Latin American Conference.

NOTES & EXHIBITS

FIGURE 1: POSITIONING DIFFERENCES ACROSS COUNTRIES

BEV�Brand Equity Valuator�, ASECOM Latin America

© Copyright ESOMAR 1999
ESOMAR
Eurocenter 2, 11th floor, Barbara Strozzilaan 384, 1083 HN Amsterdam, The Netherlands
Tel: +31 20 664 2141, Fax: +31 20 664 2922

www.warc.com

All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing
company's office location. It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically
either within the purchaser's organisation or externally without express written permission from Warc.