The year is coming to an end and with it a period full of great challenges and novelties. Our segment has been full of transformations that have raised serious debates about the suitability of certain solutions and the future that lies ahead for a significant number of workers. We have recorded some of these issues in our blog. Today we would like to take advantage of this last entry of the month to review the most outstanding of these trends.
These topics will surely continue to be talked about for years to come. This is due to the fact that many are symptoms of paradigm changes that have not yet been fully adapted to people’s reality. However, we believe that with the experience of previous revolutions we will soon have a new everyday life where new work niches and experiences will emerge in our guild. Therefore, we list the four most outstanding ones for your consideration.
Adjustment to the new normal: face-to-face versus virtual. History, say some connoisseurs, tends to be pendulum-like. This means that some processes oscillate between periods of extremes. After five years of the COVID-19 pandemic, many agencies returned completely to the face-to-face approach for all substantive activities. This as opposed to the 100% virtual approach used in force during 2020 and 2021. We believe that each company must find a balance between the two systems to obtain the greatest benefits offered by each alternative.
Brand love assessment with conversational algorithms. Have you ever wondered when was the last time you wrote a letter to a family member or loved one in your own handwriting? In this highly digitized world, the answer may be quite some time ago. Nowadays we tend to express our feelings almost exclusively through social networks. The same applies to what we want to share about our favorite or disliked brands. Thanks to advances in programming it is possible to create programs that evaluate in real time the perception of brands.
Lessons from the Paris Olympic Games. The sporting event in the French capital turned out to be an intensive marketing lesson from which we can extract more than one lesson for Market Research. Paris also turned out to be a kind of laboratory to find out the audience’s tolerance towards certain ideas and concepts. At the end of the day, the Paris event achieved one of its objectives: to attract the attention of a large part of the public to the four-yearly celebration. Brands took note of this and will apply the principles observed in the short and medium term.
Current implications of the use of AI in Market Research. This is perhaps one of the trends that attracts the most attention in and out of the field. Many activities have seen their foundations shaken by the effects of the use and training of Artificial Intelligences. There is the conflict derived from the inputs needed to train these programs. We also find that their use could lead to the disappearance of jobs. What is certain is that those who know how to use them to their advantage and mediate human judgment in their products will achieve an outstanding boost in productivity in repetitive tasks.
Our list does not try to be exhaustive, but it does include the guidelines that we had the opportunity to share with you in this blog. Far from being a list of situations that could keep you awake at night, they turn out to be invitations to analyze what you can gain from them and integrate them into your plans for brand and people awareness in 2025. In addition to an environment that looks very volatile due to recent political and economic events, we believe it is a good time to make changes and take advantage of the opportunity to reinvent yourself or die trying.
At Acertiva we would like to take this opportunity to thank you for another year of experiences and learning. Thanks to our team of collaborators and strategic allies, we have achieved more than two decades in the category in LATAM. With offices in Brazil and Mexico, we hope that the next cycle will be full of renewal and evolution for our clients, suppliers and analysts. We wish you a warm and comforting holiday season in the company of your loved ones. Let us continue to base successful decisions today and always.
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