SHIFTING PARADIGM
Once gotten, not forgotten
Lidia Oie JiquesAbstract
Lidia Oie, responsible for the Qualitative Studies Area at one of the biggest marketing research enterprises in Latin America, will describe the uses and achievements of deprivation studies. This technique allows to identify the value that a product or service has to consumers, by placing them in a real lack of that product / service situation. Deprivation makes consumers behave in a way they wouldn’t be necessarily able to express when asked about the hypothetical lack of that product / service.
Lidia will share her experience in the use of this technique, show the multiple benefits of this tool and describe the steps that should be followed in order to make the most out of these studies’ results. .
Lidia Oie Jique
Account Manager and Qualitative Research Manager at Ipsos APOYO – Opinión y Mercado S.A. (Ipsos APOYO – Opinion and Marketing).
Lidia Oie Jiques joined APOYO Opinión y Mercado (AOM) in 1989. Since then she’s been responsible for the development of the Peruvian Qualitative Area, which increased 20% last year. The buying of AOM by Ipsos generated a change in the Peruvian market. Therefore, Lidia now has the challenge to position Ipsos APOYO – Opinión y Mercado as the most innovative marketing research enterprise in Peru.
She’s worked as a teacher of the following subjects: Advertising Psychology at the Catholic University, Marketing Research at the Pacific University and Consumer Behaviour at ESAN.
She graduated from Psychology at the Catholic University, specialised in the Social Psychology Field. She’s attended specialisation subjects at ESAN and taken the Commercial Managing Programme (PDC) at the University of Piura.
KEEP ME INFORMED |