2025 began with the promise of great challenges given the circumstances inherited from the immediate past and in the face of economic and political events that were already on the agenda before we had even eaten grapes on December 31. Nevertheless, some people may feel that January was more than dizzying. And the perception described is not to be underestimated. The tension between countries has marked a future with far more uncertainty than can be tolerated in times of tranquility.
It is difficult to visualize what scenario we will face in the coming years. However, it is not complicated to anticipate that conflicts and adversities may increase rather quickly. Although the hope is that the heated environment will calm down, there are chances that this will not be the case. Markets are very sensitive to these changes. For this reason, Market Research appears as an ally to prepare for an increasingly volatile environment. Here are four aspects in which our discipline can help you.
Risk matrix. If your brand already has one, you should think about updating it in light of recent events. On the other hand, if you do not have one, you should think about developing one. This study will allow you to know and measure the threats to which you are exposed and the degree of exposure. This tool will allow you to plan a response plan to existing risks. Thus, when crises or disasters occur, you will be able to recover more quickly. Moreover, if you plan for risk reduction, you can save a lot of money on remediation actions.
SWOT analysis. This is a good time to pause and make an evaluation of your company with the help of external analysts who contribute to your organization with their objectivity. This study gives you the opportunity to identify the positive and negative aspects whether they are external or internal. By making this inventory you can allow yourself to make the necessary adjustments to reduce the areas of opportunity and strengthen the characteristics that make you more competitive.
Attention to the news. Both before and now it has been very complex to have a strategic and condensed overview of the trends published by the media. This task has become more complex with the arrival of social networks and the Internet. Thanks to the immediacy made possible by the fact that most of us have a cell phone and that fake news has a greater impact than more objective or contrasted news, the support of press experts is required to be at the forefront.
Perception tracking. People’s mood can be more of a determining factor when it comes to taking action than any other eventuality. In the end, it is consumers who keep companies afloat with their preference and loyalty. In turbulent times, more than at any other time, it is worth investing in projects to understand market sentiment on aspects such as the mood on the most salient facts and the reasons that dominate the adjustments when it comes to spending.
Reducing doubts is one of the goals of Market Research. That is why it is crucial to count on the support of experts in the field in these complicated times. It is also a great opportunity to anticipate future trends in order to cover the niches that will remain unoccupied and those that will emerge as a result of future developments. An apparent expense today may be the investment that puts you ahead of the curve tomorrow.
At Acertiva we have more than two decades conducting Market Research in LATAM. Our philosophy is to offer customized answers to meet your needs of knowledge of consumers and competitors. We offer you our team of analysts and strategic suppliers to meet your objectives. Write to us today. We’ll get back to you with how together we can make your next success story a reality.
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