SHIFTING PARADIGM
Neurosemiotics
Gabriela de la Riva, Roberto Valdés, Rocio Ordoñana, Carlos De León, Monica Moctezuma Echeverría & Claudia Martínez TárregaAbstract
An experiment to understand what really triggers or restrains consumers when exposed to certain symbols: brand logos, advertising or images of politicians.
Gabriela de la Riva
Phd. in clinical and medical psychology. Born in Guatemala. Since her arrival in México 30 years ago dedicated to consumer research. Founded de la Riva Investigación Estratégica in 1988 and since then, with help of a top of the line interdisciplinary team of researchers, has been keeping track of the evolution and changes amongst the different consumer segments. Pioneer in México in conducting research amongst high potential trend setting segments commonly not investigated such as the gay market and the grey market (adults 50 - 70 years old), including the perspective of specific young adult segments such as dinks, trendy young mothers and cool hunters. Also has conducted research in different countries of Latin America, in the USA and in Europe.
Roberto Valdés Pocero Glur
Born in México City.
Studied social communication at the Universidad Iberoamericana in México.
35 years of experience in market research, marketing, strategic planning and sales, in the public opinion office of the presidency of México, Banamex (now Citigroup), Pepsi, P&G and Nestle.
Currently Technical Vice President in de la Riva group (since 2000).
Has conducted a series of studies regarding trends in food habits and in consumers by lifecycle which have given key clients a new perspective of how to communicate successfully with consumers.
Rocio Ordoñana Ripoll
I was born in México City in April 1947. I have lived in a time of great political and social changes that had influence on my perception of life.
My training has to do with humanistic psychology. I studied a master’s degree in cognitive psychotherapy. Most of my professional life, I have collaborated in public and private institutions in the development of the human factor.
At the moment, besides my practice as a clinical psychotherapist, I am a member of dlR group in the qualitative and new methodologies development areas.
Carlos A. De León De La Riva
Born in Guatemala.
Studied at the Chartered Institute of Marketing in the United Kingdom, with a master’s degree in applied social and market research methodologies at the University of Westminster in London. Certified in electroencephalography (EEG) didactic training by the biofeedback Certification Institute of America.
12 years of experience in market research and marketing consulting in Europe and Latin America, working with clients such as Ford, Nestle, Bacardi, Bimbo and the Mexican government.
Currently director of “advanced iv generation research” in de la Riva group.
Has conducted a series of studies regarding advertising effectiveness and the impact of emotional communication on brands and politicians.
Mónica Moctezuma Echeverría
Born in México City in 1954.
Master degree in semiotics at the Universidad Anähuac and a master in psychology at the Universidad Nacional Autónoma de México (UNAM).
Has attended several seminars on psychophysiology.
Researcher at the Interdisciplinary Unit on Health and Educational Sciences (UNAM). Is an active member of the international network on special education integration.
Has been working since 1985 for different companies specializing in advertising and public opinion research.
Actually working at de la Riva group in the area of qualitative research.
Claudia Martínez Tárrega
Born in México in 1958.
Studied communications at the Iberoamericana University.
Participated in a workshop for the effective management of stress and chronic pain, by using biofeedback and voice/body expression techniques.
With experience in quantitative and qualitative research, specializing in political and public opinion research.
Nowadays working in de la Riva group in the qualitative area coordinating projects in México and the USA. Also an active member of the neurofeedback experimental project of de la Riva group.
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